Sunnies by Mel

The two ranges were the central design problem. Sunnies and Tiny Treasures have different buyers and different price points, but putting them behind separate storefronts would have split a small brand in half. They are handled instead as distinct top-level sections sharing one identity, one cart and one checkout — so a customer who arrives for sunglasses finds the accessories without being redirected anywhere, and Mel maintains a single catalogue rather than two.

The product photography leads. Eyewear is bought on how it looks, so the layout gives images the full width of the screen rather than cropping them into a grid of thumbnails, and the typography stays quiet so it never competes with the product. Almost all of the traffic arrives from an Instagram link on a phone, so the mobile layout is the primary design rather than a scaled-down desktop one, and the store is built to load fast enough that someone arriving from a story does not leave before the first image resolves.