Helen made a raffia hat to protect her children from the searing Australian sun in 1983. Now worn by household names such as Nicole Kidman, Angelina Jolie, Salma Hayek and Ronan Keating to name a few, the brand has evolved internationally — it’s identity and website experience hadn’t yet caught up.

Warming up the colour palette, revising the main purchase flow, adding interactions and defining the design and interaction system down to the detail of product swatches were certain components of their image and ecommerce experience we looked at to make this home-grown icon, more artisan than apprentice.