Asekaki Esthe Kibun Brand website redesign

We redesigned the website to close the gap between the brand experience in stores and online. Information previously gathered on a single landing page was reorganised into a structure and design that communicate the experience and appeal of the brand.

Visit the brand website

UI/UX

Designed for smartphone viewing

With women in their twenties and thirties as the main audience, we designed around smartphone viewing rather than simply shrinking the desktop version. We adjusted spacing and visual details to preserve the brand atmosphere on smaller screens.

Product photography

Starting with the photography

To express the brand at a higher level of quality, we photographed the products rather than relying only on existing material. We planned compositions and angles for their intended use on the site, bringing out packaging textures and details. Design and photography were developed together to communicate the brand.

User journeys

Bringing the product quiz into focus

We retained the existing bath salt quiz and added new products. Its link had been difficult to find on the old website. We repositioned it as a way to choose a suitable product and made it accessible from multiple points across the site.

Challenge

Customers arriving from stores encountered a gap between the packaging and the website. Information was concentrated on a single landing page, making it difficult to communicate experiences such as relaxation and fragrance. With a new product launch scheduled, the production window was approximately two months, including photography.

Our approach

We defined the primary role of the website as communicating the brand and its products, rather than directly selling them. Instead of leading with prices and e-commerce links, we organised information into a clear sequence. Content previously held on one page was reorganised into six pages, each with a distinct role.

Results

Photography and website production were completed within the approximately two-month production window. The client also valued the attention to design direction and detail, and has continued to consult us about another brand website. During the year after launch, each question in the bath salt quiz received around 10,000 views, placing it behind only the product introduction pages (September 2025–August 2026, Google Analytics 4). The gradual drop-off between questions suggests the previously overlooked content became a useful starting point for choosing a bath salt.

Director

Mina Imai

We focused on turning ideas into a finished result smoothly. During online meetings, we shared the screen and aligned details and direction in real time, rather than only presenting completed designs. Connecting photography, design and development helped us balance speed and quality.

Designer

Ayuri Kitamura

We aimed for a design that evokes fragrance and steam and makes people look forward to a bath. We adjusted colour and light to create a calm evening atmosphere without feeling dark, while drawing on the vivid appeal of the packaging.

About the team behind this project

Double Factory Inc.

A creative company providing website planning, design and development through post-launch support. This article records the work of the team responsible for this project.

Published 2026/9/5 　　 Updated 2026/9/5

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