Client
Role
Industry
Year
Figma, Shopify, Miro, Notion
Tools
Tali Karachi is a boutique lifestyle and craft store built around ethical, handcrafted Pakistani goods. Its in-store experience is warm, slow, and deeply intentional — the kind of place where customers feel the thought behind each product before they buy it. That quality is also exactly what's hardest to carry into e-commerce.
The ask was to build a Shopify platform that could reach customers globally while preserving the brand's local sensibility. Not a generic online store with Tali's logo on it — a digital space that actually feels like Tali.
Discovery started with immersion: time spent with the products, the team, and the customers who'd been coming back for years. What emerged were three design principles that guided every decision — slowness, elegance, and intimacy. These weren't abstract values. They translated into concrete choices: typography that doesn't rush you, colour that signals warmth rather than urgency, product layouts that give each piece room to be considered.
The Shopify build was designed for storytelling as much as transactions. Product pages were structured to surface the sourcing and making behind each item — because for Tali's customers, that context is part of what they're buying. Visual details like hover effects and layout rhythm were tuned to feel unhurried, contrasting deliberately with the frenetic energy of most e-commerce experiences.
Long-term enablement was built in from the start. The CMS was configured for the Tali team to manage independently, and handover included training sessions so the platform could grow with them rather than requiring ongoing support.
Tali's new digital home extends the brand rather than simply representing it. The in-store warmth carries through — not through imitation, but through design decisions that share the same values. It functions as a global-facing e-commerce platform and as a space for the slow, story-led commerce that defines the brand.
