Building the Luxe Rental brand

The visual identity needed to reflect the designer fashion at the heart of Luxe Rental while giving the business a distinctive look of its own. The aim was to create something elegant and elevated, but restrained enough that the clothing and campaign photography could remain the focus.

I developed a neutral colour palette built around warm cream, white, grey and black, creating a versatile foundation for the more colourful fashion imagery. A high-contrast serif typeface gave the identity its editorial feel, while a handwritten script introduced a softer element that could be used selectively across the brand.

The primary Luxe Rental wordmark was paired with a simple LR monogram, giving the brand a recognisable secondary mark that could work in smaller spaces such as the website favicon. The same visual language was then carried through to the website, from typography and buttons to the way imagery was presented.

Making occasionwear rental feel effortless

The website needed to do more than showcase beautiful pieces. Customers had to understand how the rental process worked, browse the collection easily and feel confident booking an outfit for a specific date.

I designed the experience around that journey, keeping the interface clean and editorial while making the practical information easy to find. Clear navigation, product-led imagery and a simple rental flow helped customers move from discovering an outfit to understanding fittings, booking, collection and returns without unnecessary friction.

The result was a website that still felt elevated and fashion-led, but worked around the realities of running a rental business.

A fashion-led website built around the collection

The visual design needed to give the clothing room to make an impact. I used generous white space, strong editorial imagery and a restrained neutral palette to create a polished backdrop for a collection that ranged from statement occasionwear to more playful pieces.

Rather than over-designing the interface, the website was kept deliberately simple so customers could focus on the outfits themselves. Consistent typography, imagery and styling carried the Luxe Rental identity throughout the site while giving individual products space to stand out.

Making the rental process simple

The website was designed around the way Luxe Rental actually operated, making it easy for customers to move from discovering an outfit to arranging their rental.

Customers could browse the collection online, view individual pieces and follow a clear rental journey, with booking functionality incorporated into the Shopify website. Try-on appointments gave customers the option to see and try pieces before committing, while clear guidance explained what would happen from booking through to return.

For a small independent rental business, the aim wasn't to overcomplicate the process. It was to give customers enough structure to book confidently while keeping the personal experience that was central to the business.

The Result

The finished Luxe Rental website brought the brand, collection and rental journey together in one polished online space.

Customers could browse the collection, explore individual pieces, understand how the rental process worked and get in touch to arrange a try-on or rental without relying on social media to find the information they needed.

Built on Shopify, the site gave Luxe Rental a flexible ecommerce foundation while keeping the day-to-day setup manageable for a small independent business.

Most importantly, the website gave the clothes room to do the talking. The restrained design, neutral palette and editorial styling created a backdrop for the bold occasionwear, while the experience remained clear and easy to navigate across desktop and mobile.