Handcrafted Modern
2025 · Auckland, NZ · 1/1 Studio
E-commerce, identity and art direction for Handcrafted Modern, an online store representing makers who work with traditional techniques from across the globe.
E-commerce design & development, brand identity, art direction, digital & print assets
Katrina, founder of Handcrafted Modern, approached me to give life to the work of artisans bridging traditional techniques with pioneering practice, and to grow the culture of art and craft in Aotearoa. The store had to carry the whole brand: telling each maker's story while making the objects easy to discover and buy.
The shop
I designed and built the store around the makers. Collections are organised by maker, each with their own profile, and product pages pair close-up detail photography with the story behind the technique before the add to cart. The menu, footer and cart are set in a warm, dark palette that gives the shop the feel of a gallery rather than a catalogue. The same appreciation for things made by hand runs through the monogram, typographic system and printed matter that goes out with each order.
