Fresh/LVMH Web Redesign
How our team embodied the LVMH owned Fresh’s core values to evoke the senses.
The Details
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Fresh's skincare products are a celebration of natural beauty, sensorial delight, and mindful well-being. Yet, skincare's digital landscape is often transactional, lacking the emotional connection that defines Fresh.
We believe Fresh deserves a digital flagship that's as captivating as its products. A destination that transports visitors to a world of sensorial discovery, where every interaction feels personal and embodies the brand's commitment to quality and craft.
Imagine navigating by feeling, immersing yourself in ingredient stories brought to life through evocative language, interactivity, and personalized rituals. This is sensorial storytelling, amplified.
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Created at AKQA in 2024-2025.
I led the vision, product design and creative team, all the way from the original pitch to designing and delivering a finished site. I also gave an in person walk through of the new site to Fresh’s CEO in New York. I led a team of 5-7 creatives across many roles. I was both a hands-on lead designer and design director. I also led all weekly client reviews.
Team mix: UX Strategists / Copywriters / Product Designers / Designers / Motion Designer / Tech Director
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Website Redesign: Strategy / Vision / Product Design / Brand Evolution
Site Previews
We created a series of videos of the new design system in action for our CEO meeting. We also reviewed them with developers to land on an overall motion direction for the website. The exciting redesign launched in Q2 of 2026 at fresh.com
Design Moments
