Indian Octopus

eCommerce website redesign for curated designer products

Indian Octopus curates designer products to expose valuable merchandise to new markets — addressing limitations in algorithm-based personalisation that typically hide new products from customers.

What needed solving

Algorithm-driven platforms limit customer exposure to new products. The existing website didn't reflect the quality of products being sold, and the branding needed refinement to match the premium positioning.

How we tackled it

We conducted stakeholder discussions to understand target customers, existing problems, and challenges affecting customer experience. A thorough UX audit identified website usability flaws, followed by iterative visual design rounds with client feedback.

What we delivered

We refined the brand identity using existing elements and built a comprehensive design system — Montserrat typography, a primary orange (#f26322) palette with dark purple (#1d0d37) and light grey (#E3E8F0) for contrast. The redesigned website better represents the quality and curation of the product catalogue.

Key results

• Complete website redesign reflecting premium product positioning
• Refined brand identity and logo variation
• Design system with defined typography, colour, and components
• Improved product discovery and browsing experience