LAB46
- UX/UI design
- Front-end development
- Shopify Plus development
- Copywriting
Built on real needs. Backed by science. Grounded in self-care. LAB46 makes moments of intimacy easier to plan for, more pleasurable to feel, and safer to experience.
A new Shopify store, timed to a major product launch, and one clear brief: build something confident enough to take the brand's bold mission further than ever before.
The challenge
Off the back of a brand refresh that leaned further into their science-led positioning, LAB46 needed a platform to match. In a space where shady, overly sexualised branding is the default, we needed to build a site that reflected what sets LAB46 apart – and could scale alongside them when it came to future product launches, new markets, and subscription models.
Our approach
The brand's science-first identity was the foundation for every decision. Clean, modern, and elevated, the design language kept the balance between science and sensuality – without letting either take over. We leaned into technical, ingredient-led photography – confident and mature, never bordering on crude or cold. And where the old site buried product and ingredient information behind layers of navigation, we made a conscious decision to bring it forward. Transparent, open, trustworthy.
Design
Science first, people always
While the brand's technical identity led the visual direction, we made sure there was always room for the human side. Large-scale photography of real people and real moments ran throughout – keeping the experience warm and grounded alongside the harder, more clinical visual elements. We also reimagined the Cycle of Intimacy – a graphic symbol key to LAB46's new brand identity. We wanted to start building recognition with new users from day one. On the homepage, we added a subtle 3D hover effect that transforms it from a static mark into a feature moment – playful, but purposeful.
UX
Clarity over complexity
The old site worked against the brand. Product and ingredient information was buried within layers of accordions, making it harder than necessary to understand what went into each product. We restructured it all, giving ingredients more space and prominence on product pages and simplifying navigation throughout. Nothing hidden, nothing to hide.
Copywriting
Copy with convinction
The brand already had a strong TOV – competent, approachable, direct, and empathetic. We took it further with copy that was intentional in every sense – warm, empowering, and speaking directly to the needs of the community. Nothing clinical, nothing vague. Just honest, confident copy that earns trust and makes people feel seen.
Shopify
Built to grow
Quantity-based discount logic was custom-built to surface tiered incentives (free shipping, 10% off, 15% off) clearly across the site, without cluttering the experience. A custom store locator and a bespoke Judge.me reviews page with product filtering rounded out the core functionality. And for more flexibility, we implemented Shopify's new Theme Blocks architecture – giving the client the freedom to add, reorder, and combine content elements well beyond what we'd originally designed for.
Build
The work behind the work
Page transitions use the browser-native View Transitions API for polish without impacting analytics or performance. The marquee slows gradually on hover rather than stopping dead – a small touch that's immediately felt. And throughout the site, animations and interactions were crafted to feel intentional, never gratuitous.
Behind the scenes, the site runs natively in German, making it straightforward for LAB46's team to manage content in their primary language. Weglot seamlessly handles translation to English, French, and Spanish – giving the brand international reach without added complexity.
Recognition
- Awwwards
- Honorable Mention
- Awwwards
- January E-commerce Honors Winner
Team
- Senior Designer
- Ellie Macleod
- Copywriter
- Bobbie Hiscock
- Lead Developer
- Alistair Shepherd