Bringing a Brand Refresh to Life

Web Development • UX & UI Design

Ethique

Ethique

Ethique

The brief

Ethique, a sustainability-focused beauty brand, was in the middle of a major packaging and brand refresh and needed their website to reflect the updated visual identity. With new colors, iconography, and creative direction rolling out, the Ethique team partnered with Roswell to modernize key on-site elements and ensure the brand’s digital presence felt cohesive, elevated, and aligned with the refreshed look and feel.

Full Bleed Image

The approach

Roswell focused on translating the new brand system into a seamless on-site experience. Core priorities included updating color palettes, iconography, and UI elements, while refining the PDP, PLP, and homepage to elevate UX and support stronger conversion paths. The team also collaborated closely with Ethique’s internal design group to ensure site updates remained true to their creative vision.

The execution

Brand System Integration

Updated brand colors, icons, buttons, and global UI elements across the site to reflect the refreshed Ethique branding.

Homepage Refresh

Implemented a modernized layout aligned with the new creative direction, improving clarity, merchandising space, and overall user flow.

PDP Enhancements

Refreshed the PDP design to highlight updated visuals and added a sticky “Add to Bag” feature to support higher conversion and easier shopping.

PLP Simplification

Streamlined product listing pages to improve browseability and merchandising flexibility.

Cross-Sell & Upsell Activation

Integrated Rebuy to support personalized product recommendations and increase AOV through seamless upsell opportunities.

The results

Immediate Revenue Impact

Rebuy delivered a 4.01% total revenue lift in just 30 days. Cart recommendations fueled 50% of conversions, while discovery widgets drove another 25%, maintaining steady daily volume and high-engagement spikes.

Optimized Shopping Flow

Personalized pathways across PDPs and PLPs converted browsers into buyers. Cart placements maximized AOV, while discovery tools streamlined the flow from landing pages to checkout with higher intent.

Scalable Long-Term Value

Now an evergreen channel, Rebuy provides a scalable foundation for incremental growth. Ongoing optimization ensures long-term conversion efficiency and a consistently high return on investment.