Context
Nice and Good is a consumer brand with a personality worth more than its product list. The risk for brands like this is that the web flattens them — a generic grid of products with prices strips out exactly the warmth and story that made customers care in the first place.
The brief was to resist the catalogue. Build a site that leads with narrative and imagery, that makes someone feel the brand before they are asked to buy anything, and that treats commerce as the destination rather than the entrance.
Decisions
01
Decision
Lead with story, sell second.
The site opens with brand narrative and photography, not a product grid. The reasoning is simple: people who feel something about a brand buy more, and forgive more, than people who were shown a price list. Commerce comes once the feeling is established.
02
Decision
Treat every section like a magazine spread.
Layouts borrow from editorial design — full-bleed imagery, considered whitespace, type that has a point of view. The page should feel composed, like a publication someone chose to make, rather than a template someone filled in.
03
Decision
Let photography carry the emotion.
The product photography is given room and weight, because in a storytelling brand the images do the emotional work that copy alone cannot. The site is built to make great photography look great, and to never crush it into a thumbnail.
Outcome
Nice and Good now has a web presence that matches the brand's character — a site people move through the way they would flip a magazine, absorbing the story before they reach the product. The brand is felt first, which is exactly the point.
Editorial
Layout language
Story-first
Page structure
2024
Built — Next.js
Structural placeholders — swap in real engagement and conversion figures once the brand has them.
- Next.js
- Tailwind CSS
- Vercel
What I’d do differently
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I would have balanced the story-first flow with a clearer shortcut to shop. The magazine feel is right for new visitors, but a returning customer who simply wants to buy should not have to scroll through the narrative each time.
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A content cadence should have been part of the deal. A magazine-style site implies fresh editorial. Without a sustainable plan for new stories, an editorial site slowly becomes a static one.