This project chronicles the full development of my first website, aimed at crafting a professional brand image for handcrafted leather goods. Centered on the idea that consumers buy experiences, not just products, it demonstrates how systematic brand building can elevate small artisan items to international-level professionalism, ultimately securing collaboration with a world-class jewelry brand.
Automotive Brand-Inspired Leather Material Grading System
Product strategy drew inspiration from omakase cuisine emphasizing material origins and automotive brand family concepts, selecting two leather qualities as classification foundation. Four classic colors per leather type created fifty designs using eight materials, totaling 400 samples. Premium leather's complex manufacturing naturally formed higher-priced lines. Rigorous design selection involved market research, prototype testing, and manufacturing validation, choosing designs requiring minimal tools with stable quality. This systematic classification simplifies consumer choices and establishes clear brand value hierarchy.
Luggage Tags' Unexpected Turn as MVP
After some time, simple luggage tags unexpectedly became the most popular product. Used as travel souvenirs, travel agency gifts, or graduation presents, they were typically purchased in batches rather than individually. The production process was simple, requiring only cutting, printing, and packaging without sewing, significantly reducing manufacturing time. More importantly, these products generated far higher profits per time unit compared to complex leather goods. This discovery provided deep insight into MVP power: sometimes the simplest products create the greatest commercial value, becoming the profit backbone of the entire product line.
Visual Narrative of Craftsmanship Spirit
To further strengthen consumer trust in the unfamiliar brand, a brand image film themed "Premium Materials and Craftsmanship Spirit" was specially produced. The film features the most complex product in the line, completely documenting every stage from luxury material selection, leather cutting, processing to final packaging. Through lens capturing century-old antique tool operation and meticulous production processes, viewers deeply experience unique craftsmanship value. The film communicates brand spirit beyond product display, emphasizing each item as unique craft heritage. This emotional brand communication successfully established consumer emotional connection, enhancing brand credibility and value perception.
