The brief. Dohtakkeh is less a fashion label and more a statement club: raw, eclectic and unapologetic. The old website was none of those things. The UI was flat, the navigation clunky, and it did not sound like the brand.

What we did. My team and I started with user research and personas, then designed a street style interface in pop colours, with sticker graphics, ticket stubs, grunge textures and mixed language details, where Instagram became Instaग्राम.

The result. A website that feels like an extension of the brand itself, so every visitor feels like they have joined the club.