Grooming Lounge

Client
^{Grooming Lounge}
Role
^{Art Director

Designer}

Overview

Originally launched as a barbershop and men’s spa in D.C. and Northern Virginia, Grooming Lounge has grown into an e-commerce destination for luxury men’s grooming products and services. While the brand was well-known locally, founder Mike Gilman aimed to expand its digital presence and elevate its in-house skincare line.

THE ASK

• Refresh the Grooming Lounge brand to attract a broader clientele.
• Redesign the website to enhance navigation and increase sales.

Solution

Developed a modern design system that refined and elevated existing brand elements.
Created new marketing assets to enhance brand storytelling and engagement.
Established a product photography guideline to ensure visual consistency across the site.
Redesigned the website with a more intuitive user experience, including
➝ A streamlined cart view featuring product upsells, a free shipping progress bar, and subscription service promotions.
➝ Optimized site navigation to help customers find products with ease.
Designed a series of dynamic email templates to engage and retain customers.

^{A detailed brand guidelines that provide directions for design system, photography, UGC content, enail templates, etc.}

^{Grooming Lounge art direction utilizes natural lighting and bright backgrounds to contrast the dark navy packaging. Overall, it feels natural, fresh and modern. There's minimal propping such as tiles, water and towels to create depth and textures.}

^{New and improved experience of the popular ‘Pick 4’ kit to drive more purchases for the in-house brand.}

WENDY CHAN

DESIGN ILLOS INFO

Grooming Lounge