RootvelvetVisit the demo store ↗
A confident Black woman outside the Rootvelvet store at night, where city architecture meets a wild forest display.
A case study by Victor Marques

Brand.Store.Inbox.

A haircare world rooted in textured hair. Built where the city meets the wild.

Explore the project ↓
Rootvelvet / Your hair. Your rules.

One identity.
A whole customer journey.

A self-initiated portfolio project spanning brand identity, a custom Shopify storefront and Klaviyo email design. Black women and textured hair sit at the heart of Original, with Flow and Air extending the brand into additional hair routines.

The work connects ecommerce UX, responsive development, product art direction and lifecycle campaigns — from the first welcome to Black Friday.

Selected work

From storefront to daily ritual.

Explore the responsive store, 17 complete email designs and two Black Friday campaign directions. Select any board to zoom in and explore it without leaving the page.

01The Shopify storefront
Rootvelvet case study board: The Shopify storefront
02Original, Flow & Air — product emails
Rootvelvet case study board: Original, Flow & Air — product emails
03Product rituals, brought closer
Rootvelvet case study board: Product rituals, brought closer
04Complete routines, delivered to the inbox
Rootvelvet case study board: Complete routines, delivered to the inbox
05Welcome, everyday care & accessories
Rootvelvet case study board: Welcome, everyday care & accessories
06Black Friday — two campaign directions
Rootvelvet case study board: Black Friday — two campaign directions
07Black Friday across the three lines
Rootvelvet case study board: Black Friday across the three lines
08Campaigns beyond the inbox
Rootvelvet case study board: Campaigns beyond the inbox