Living abroad, the founder couldn’t find gentle skincare for sensitive skin.
BRAND BOOK · VOL. 01 · D2C
Make your brand stick,
Make your brand stick,
and keep customers coming back.
From brand story, visual identity and product pages to subscriptions, loyalty and tracking, we plan your website around where your brand is today, so shoppers understand your products more easily and you’re ready to build customer relationships later.
Chapter One · The Story
Brand story
Your brand story explains why you do what you do; product information helps customers decide if it’s right for them. We turn how you started into a story you can tell on your homepage, your About us page and in every email.
FOUNDER STORY · SAMPLE
37 formula versions with a lab later, the first serum was born.
Gave away 500 samples in the community and gathered honest feedback.
Settled on the “gentle every day” brand promise and visual language.
Brought the story, products and membership program to its own website.
Chapter Two · Identity
Visual identity
Change the tone of voice and the same brand gets a completely different website. Switch the brand tone below to see how the whole visual system follows.
PALETTE
TYPEAa
Chapter Three · Storytelling
Product storytelling
A product page has to show why the product is worth it, and also give the specs, usage and everything else shoppers need to buy. Click each number to see what every block does.
AURA·LAB · SERUM 02
Calm Barrier Serum
$42 $48
CeramidesFragrance-free30 ml
Why we made it
★ 4.91,280 reviews
Add to bag
- 01Lifestyle hero image
Showing the product in real life helps shoppers picture it far better than a white-background shot.
- 02Price and value
Right next to the price, explain what it costs and why it’s worth it.
- 03Key selling points
Three keywords sum up the product, so shoppers remember it at a glance.
- 04Brand story block
“Why we made it” ties the product to the brand.
- 05Reviews and customer photos
Real customer voices are the most persuasive content a D2C brand has.
Chapter Four · Community
Community and repeat purchases
Repeat purchases are a key part of building a brand over the long term, and how much to invest depends on your category and purchase cycle. Member perks, content and the service experience all help keep customers coming back. Tools like memberships, subscriptions and SMS are scoped by category, customer base and the tools you choose; not every project needs them all at once.
Cumulative repeat purchases over 12 months · IllustrativeWith a loyalty programDiscounts only
M1M4M8M12
MEMBERAura FriendPoints · Birthday gift
SILVERAura InsiderEarly access · Free shipping
GOLD · SAMPLEAura CirclePersonal advisor · Exclusive gift box2,480 PTS
- Loyalty tiers and pointsEvery purchase adds up
- Email and SMS journeysWelcome, check-in and restock reminders sent automatically
- Content and communityBlog, customer stories, brand community
- Referral rewardsLoyal customers bring in new ones
Chapter Five · Growth
Data and growth
Brand is emotional; growth is rational. Set up tracking at launch, then use traffic, purchase and repeat-purchase data to decide which content and flows need more work.
AURA·LAB · Brand DashboardLast 90 days · Sample data
Repeat purchase rate0%↑ Sample
Average order value$0↑ Sample
Revenue from email0%↑ Sample
Customer lifetime value$0↑ Sample
GA4 ecommerce eventsAd conversion feedbackEmail attributionMember segmentation
The Scope · Who Writes What
Who writes which chapter of the book
The “brand book” is how we work, not the only thing we deliver. Final deliverables are set in the proposal and can include brand visual guidelines, website design and build, feature setup and how-to guides.
WE DO
Brand + website
- Shape your brand positioning and story with you
- Visual identity: logo, colors, typography and usage guidelines
- Online store design and build: home, product pages, About us
- Product page storytelling plus core blocks like reviews and subscriptions
- Tracking setup: ecommerce events and ad conversion feedback
- Launch handover and admin training
OPTIONAL · AFTER LAUNCH
Ongoing growth services
- Store managementNew products, campaign setup and daily upkeep
- Paid adsMeta / Google / TikTok
- Email marketing (EDM)Welcome, repeat-purchase and loyalty journeys
- SEO & contentBlog, customer stories and organic traffic
Pick each one when you need it; none is required for the build. Repeat-purchase tools like loyalty tiers and points can wait until you have enough customers.
YOU DECIDE
The business itself
- Products, formulas and supply chain
- Pricing, promotions and budget pacing
- The final call on brand direction
- Social content and influencer partnerships (we can discuss these separately if needed)
The Project · Five Chapters
The project comes in five chapters, too
Usually 5–8 weeks. Click a bookmark to see what each chapter covers and delivers.
p. 0101DiscoverWeek 1
Appendix · Questions
Appendix: FAQ
Don’t see your question? Leave a message below. We reply within 1 business day.
I have a product but no brand yet. Can I go D2C?A.1
Yes. Many D2C brands started with a single product. We first work out your brand positioning, name and visual direction with you, then build the website, so the brand and site can grow together.
Can you do brand design and the website together?A.2
Yes, and we recommend it. Settling your logo, colors, typography and visual guidelines before the build keeps your website, packaging and social media consistent.
Which platform do you recommend for a D2C store?A.3
If the app ecosystem matters most, we usually recommend Shopify. If your team wants an easy-to-use admin, Shoplazza or Shopline are worth a look. For deeply customized content, consider WordPress. We’ll recommend one based on your team and budget.
Do we need a loyalty and repeat-purchase program from day one?A.4
Not necessarily. At launch, set up at least email signup and basic automations. Loyalty tiers, points and the like can come once you have a solid customer base, and we’ll plan it in stages.
How long does the whole project take?A.5
Brand work plus the website build usually takes 5–8 weeks. If you already have an established visual identity and only need the website, it’s typically 3–5 weeks. The exact schedule is confirmed in the proposal.
Can you handle content and operations after launch?A.6
Yes. Email marketing, content updates, paid ads and more are part of our growth services, which we can discuss separately after the build.