Building a brand store that converts and tells a story, without sacrificing either.
Lemon Jelly is a Portuguese footwear brand with a lot to say: a seasonal collection split between boots and summer sandals, a genuine commitment to sustainability, and a brand story they wanted shoppers to actually feel. The challenge on Amazon is that storytelling and conversion pull in different directions. Too much story and shoppers can't find what they're looking for. Too much navigation and the brand disappears.
The brief was to redesign their Brand Store ahead of a new seasonal launch, finding the balance between emotional brand storytelling and the practical job of getting shoppers to the right product, fast.
A store that led with the seasonal collection and gave shoppers a clear path through the catalog, while making room for the brand story to land with the shoppers who wanted it. The sustainability narrative — central to how Lemon Jelly positioned itself in the fashion space — got its own dedicated page with enough breathing room to actually tell it rather than reduce it to a bullet point.
Conversion first, story second, in the right places
The above-the-fold section was given a clear job: surface the current seasonal launch. A hero banner with lifestyle imagery and the top-selling products for that season — boots in autumn and winter, sandals in spring and summer — gave shoppers an immediate entry point. Below that, the catalog was organized into clear categories for quick navigation.
The brand storytelling was woven in rather than bolted on. Sustainability messaging, vegan certification, produced-in-Portugal provenance, recycled materials, best carbon footprint awards, and customer testimonials were distributed through the page at natural moments: present for the shoppers looking for them, not in the way for the shoppers who weren't.
The sustainability story
Lemon Jelly's sustainability commitments were specific enough to deserve real estate of their own. A dedicated store page gave the brand room to tell that story properly — renewable energy in manufacturing, animal-friendly materials, recycled and recyclable products — for shoppers who were making a values-based purchase decision, not just a style one. On Amazon, where most brands reduce their sustainability story to a single badge, a full page was a meaningful differentiator.
