SÕL Organics

SÕL Organics — Branding & eCommerce Web Design

SÕL Organics is a luxury organic cotton bedding brand acquired by OpenStore, built around a Fair Pricing Model that makes premium, Fair Trade, GOTS-certified cotton accessible without the markup of competitors like Boll & Branch, Brooklinen, and Coyuchi. The core branding and web design challenge was clear: how do you communicate affordable luxury authentically, in a market where consumers are increasingly savvy about greenwashing and brand positioning? The answer required a visual identity and digital experience that could hold its own aesthetically against premium competitors while reinforcing SÕL's transparency-first values at every touchpoint.

SÕL Organics

Threading the Needle: Building a Luxury Organic Brand on a Fair Pricing Promise

The logo was developed by grounding every decision in both brand philosophy and audience data. The wordmark pairs a bold, geometric treatment of "SÕL" — with its distinctive macron-accented O referencing the brand's unique character — against the clean, understated "ORGANICS" beneath it, set in a 48x35 aspect ratio that balances visual weight across print and digital applications. Typography carries the same dual identity: Playfair Display for headers brings warmth and editorial refinement, while DM Sans handles body copy on web for clarity and modern readability. Futura PT was retained for print materials and informational footnotes, preserving consistency across physical touchpoints.

SÕL Organics

Data-Driven Design: How Real-Time Consumer Insights Shaped Every UX Decision

The website, built on Shopify and optimized using HubSpot's testing and analytics tools, was designed to convert the brand's positioning into measurable commercial results. Shopify's native customer data tools and HubSpot's live view functionality provided real-time insight into how users were navigating the site, enabling continuous refinement of the user journey — reducing unnecessary steps, sharpening the content hierarchy, and surfacing product deals that matched actual consumer intent. The site map was structured across a broad but well-organized product catalog spanning Bed, Bath, Baby, and Home categories, with secondary navigation covering the brand's story, values, affordability messaging, and social impact. This architecture ensured that both first-time visitors and returning customers could orient quickly and move toward purchase with confidence.

The result was a brand and digital presence that successfully differentiated SÕL in a competitive space — lifting profits significantly over a two-year period while building genuine brand recognition among consumers who care as much about where their cotton comes from as how it feels.

The Work

A collection of work spanning UX, branding, and digital design across luxury eCommerce, wellness, foodservice, and national consumer brands. Every project starts with a question: what does this brand need to say, and what's the clearest, most compelling way to say it? The answer is never the same twice, but the approach always is: understand the audience, respect the user, and make every design decision earn its place.