HERITAGE, WITH A MODERN FOLLOW-THROUGH.
An editorial shopping experience that brings Singaporean identity and contemporary golf wear into the same frame.
VISIT FAIR/ROUGH ↗THE IDEA
I wanted the website to express FAIR/ROUGH's character before asking visitors to shop. Editorial typography, generous space and restrained layouts give the cultural story room to unfold, while product-led navigation keeps the collection within easy reach.
THE EXECUTION
I designed and developed the storefront, balancing brand storytelling with product discovery and shopping actions. I adapted the client's requested commerce features to the visual direction, including complementary product recommendations, and refined the mobile hierarchy so imagery and essential product information remain prominent.
THE OUTCOME
A storefront with a recognisable point of view, where the brand story and shopping experience support each other. FAIR/ROUGH demonstrates how I translate an existing identity into a digital environment that gives products presence and customers a direct route to explore them.
Website design and original delivered experience by MADE U LOOK. Product imagery, product information, catalogue updates and other client-managed content may be added or changed over time. Any content, visual or website changes made after handover may therefore differ from the original delivered design.