Translating Plum’s blend of natural ingredients and scientific research into a clear digital narrative

We approached Plum’s redesign as an exercise in balance — between science and emotion, function and beauty. Guided by an iterative, mobile-first process, we designed a digital narrative that embodies the brand’s philosophy, creating an experience that’s both purposeful and distinctly Plum.

The moodboard was built using Plum’s core colour palette, softened with neutral tones to create balance and harmony. Highly legible sans-serif typefaces introduced a sense of clarity and precision, hinting at the brand’s scientific side, while stylised, decorative typography added warmth and an organic touch. Together, these elements set the foundation for a refined visual language that quietly reflected Plum’s balance of chemistry and nature.

Our process began with understanding the purpose of the website revamp, followed by building a moodboard of references that aligned with the client’s vision and aesthetic. To define the site’s personality and tone, we conducted a brand personality spectrum exercise with the client, helping translate their intent into a clear and consistent digital direction.

Beginning with wireframes, we refined our concepts through multiple redesigns and feedback rounds. Each iteration helped us simplify interactions, strengthen hierarchy, and ensure visual consistency across devices.

Once the flow felt intuitive and aligned with the brand’s expected tone, we transitioned into high-fidelity designs — integrating typography, illustration, and subtle motion to create a cohesive, polished experience that feels unmistakably Plum.

For Plum, we reimagined the digital experience from the ground up, leading the mobile website redesign along with select app interfaces. Our work focused on shaping a cohesive visual language across typography, illustration, and motion, supported by a photography direction that added warmth and authenticity to the brand’s digital presence.

We began by designing for mobile, keeping Plum’s mobile-first audience at the centre of the experience. Once the core flows and interactions were defined, we scaled the design to desktop, ensuring visual consistency and usability across all breakpoints while fully leveraging larger screens. This approach helped maintain a seamless and cohesive experience, regardless of how users chose to browse.

The redesign resulted in a clean, interactive, and premium website that brought Plum’s brand to life in a more thoughtful and engaging way. The experience balanced clarity with exploration, using Plum’s colour palette in a measured, leisurely manner that felt refined rather than overwhelming. Together, the visual language and interactions created a cohesive digital presence that strengthened brand perception while making discovery feel effortless.