Loomwell

A calmer identity and a faster shop for a small-batch linen maker.

Client

Loomwell Home

Services

Brand, Web

Year

2026

Team

4 people, 14 weeks

The challenge

What the client needed

Loomwell weaves bedding and towels in small batches, and it had grown from a market stall to a catalogue of 140 products. The brand still looked like the stall: five fonts, a logo from a template and photography shot on whatever light was available.

The shop was slow on phones, where two thirds of customers arrived, and the checkout asked for an account before it asked for a card.

Rebuild the identity so it feels like the product: quiet, tactile, confident.
Cut the shop's load time and the number of checkout steps.
Give the team a system they could extend without us.

The approach

How we went about it

We started with the cloth. Every colour in the new palette is pulled from a Loomwell dye lot, and the wordmark is set in a soft serif with slightly open spacing, like a well-made label.

For the shop we designed a short list of page types, built them as components and removed everything the data said nobody used. Guest checkout, a single product gallery pattern and a size guide that opens in place replaced three older flows.

Identity: wordmark, mark, palette, type, packaging labels and a photography guide.
Shop: 9 page types, 31 components, a documented design system.
Handover: a half day workshop and a one page rule sheet for new products.