Abel

After a decade of pioneering natural fragrance, Abel embarked on a bold rebrand. Having achieved the impossible with 100% natural formulations, and setting new transparency standards by disclosing their full ingredient lists, they leaned into their legacy of defiant rebellion.

Digital Strategy
UX Design
UI Design
Shopify Development
Custom Shopify Apps
B2B / Wholesale
Klaviyo Strategy
Shopify Plus
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BACKGROUND

With a renewed sense of identity, Abel approached us to translate their evolution online. We brought their new positioning to life with a bespoke Shopify Plus experience—designing and developing a site that embodies the essence of Radical Fragrance while empowering the team for their next phase of growth.

Empowered by the new Radical Fragrance positioning, Abel had distilled their identity to its most essential, distinctive elements presenting a bolder, edgier, more emotive brand. We applied this same philosophy when translating their new vision and visual direction to the site’s design, leveraging data and insights to strip away anything superfluous. The result is a focused and cohesive brand experience that amplifies their position as leaders within luxury perfume.

The primary challenge lay in communicating fragrance through a digital lens. Without the ability to rely on scent, creative strategies were implemented to bridge the sensory gap, making the experience as immersive as possible while driving conversions.

HOME
COLLECTIONS
PRODUCT PAGE

highlights

Focused moments of discovery

With a boutique core range, it was essential to highlight each scent individually. On collection pages, each fragrance is presented in an expanded view, showcasing its mood, scent notes, and a quick add-to-cart function. Soft blurs are utilised as a visual device, giving imagery an ethereal aesthetic that comes into focus when triggered upon scrolling. This immersive technique focuses users’ attention to promote deeper exploration.  

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Interactive scent exploration

To cultivate deeper customer connections with the fragrances, we developed an aroma selector that invites users to explore by scent notes rather than product names. This interactive feature engages users with immersive visuals that mirror the mood of each fragrance, providing multiple pathways to connect with the scent.

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Cultivating a behaviour shift 

Across key touchpoints, the site subtly encourages users to embrace natural fragrances. On collection pages, a flyout modal presents a glossary of synthetic perfumes, showcasing the Abel alternative for each. A dedicated perfume guide provides an in-depth exploration of each fragrance, drawing thoughtful comparisons to synthetic counterparts to nudge users toward a natural choice.

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Layered product education 

On product pages, key information is delivered in layers. A short scent description greets the user on landing before fading out to reveal the product shot. A flyout modal offers deeper insights, including a comprehensive scent profile, synthetic comparisons and full ingredients list—emphasising Abel’s confidence and transparency.

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Strategic upsells

A shipping upsell feature within the cart highlights how close customers are to qualifying for free shipping, driving an increase in average order value. Additionally, a cart upsell leverages discount logic to promote the new 6ml size, offering a second product at half price.

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Facilitating digital autonomy 

A flexible CMS template empowers the Abel team to build custom pages using a versatile range of modular sections. This enables their brand and marketing team to develop captivating content and campaigns with autonomy—eliminating the need for ongoing developer support.

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Results

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