Understory

Understory is a concept brand we created for a climate-positive, circular goods company: everyday essentials such as a refillable bottle and a home kit, made from recovered materials and engineered to be refilled by post, repaired and eventually sent back. We designed both its brand identity and this e-commerce website.

Sustainable brands lose trust when their claims are vague, so the site is built around proof. Headline impact figures (virgin plastic used, CO2e avoided, forest restored, returned products remade) sit beside sections on shipping, energy, sourcing and water, each written as a footnoted claim tied to the evidence behind it. Products, materials, impact, story and journal pages give shoppers and press the full picture.

This is a self-initiated concept, not client work, built in 4 weeks to show how website design for sustainable, D2C and circular-economy brands can make transparency part of the shopping experience.