Concept design for a fictional businessRetail and online stores

Wren & Willow

Homewares and gifts store, Hobart TAS

The concept

“Brown Paper, Green Door”

Everything at this shop ends in a parcel: brown paper, twine and a sprig from the garden, carried out through a deep green door. The shopfront becomes the header and footer, and the parcel becomes the graphic language, down to swing tags for every price.

Open the live site All concepts

01The home page, top to bottomScroll inside the frames

wren-and-willow.concept / desktop, 1440 wideConcept

The full Wren & Willow concept home page on a desktop screen

The full Wren & Willow concept home page on a phone

What is real here

The design, the code and the words were all made by the Digisurge process. The business, its people, prices and photos are fictional. Photos are AI-generated atmosphere.

02The brief

What the owner asked for.

Answers from the brief this concept was built from, in the owner's words. The business is fictional; the process is the one every customer goes through.

Goal: Online sales (store module comes later; for now showcase collections and drive visits and enquiries)
Customers: Locals furnishing homes, tourists wanting a meaningful Tasmanian gift, gift buyers from the mainland.
Tone: Gentle, crafted, literary. Quietly confident.
Likes: Kinfolk-style editorial, natural light, muted colours, lots of texture.
Never: Busy, cluttered gift-shop look; script fonts.
Services: CeramicsLinen and textilesHuon pine and timberCandles and botanicalsGift wrapping and hampers

Final design review

4.17/ 5

Average across the 12-point design rubric, from a separate AI critic, after round 2. Nothing scored under 4.

Portfolio-ready

03The design system

Made for this business only.

Every Digisurge site starts with a named concept and a handful of signature devices, the recurring moves that make it recognisable. These are this site's.

Signature devices