A new beauty brand with a fashion first editorial style. The online presence works as both an eCommerce platform to sell Frida products & an information resource for articles & exclusive content. This required a full featured digital platform with rich features & a mobile first approach, covering the best elements from both eCommerce & content platforms. Integrating products passively into articles & making related content suggestions on product pages, the site had to be a dynamic blend of two forms to make for a natural user journey. Alongside the digital platform a full brand & visual identity was created for the new business, applied across a complete set of packaging covering the whole product range.