Retail & ecommerce · Ecommerce Website + Branding
Millrace Home
The brief
Millrace Home is a fictional homewares shop, imagined for a retailer selling through social media and a marketplace stall, paying a cut of every sale to do it. The brief: an owned shop with its own products, its own customer list, and an identity that references Drogheda’s mill and linen history without being twee about it. No client exists — this is a concept built to show how we’d approach that brief.
Approach
A shop scoped for around 40 products to start, built to grow toward the Shop 250 tier as the range expands. The identity leans on the linen-mill heritage in texture and tone rather than literal imagery — a woven-linen feel in the type spacing, not a photograph of a mill on the homepage.
Design system
Palette
Undyed linen and slate grey, with a rust-orange accent pulled from old mill brickwork — three tones, kept quiet so the products stay the focus.
Type
Aa
A tall, slightly condensed sans for headings (shelf-label energy), a plain grotesk for product copy and prices.
Screens
Maps to
The package this maps to
Shop 50
The tier this concept was scoped against: up to 50 products loaded, live in 6–8 weeks.
- Up to 50 products loaded, with variants
6–8 weeks
