Ron & Rich

Ron & Rich have dressed Singapore since 1979, and their website could have belonged to anyone. It was a Shopify store. The black logo sat on a dark hero video and almost disappeared, a newsletter popup covered the headline the moment you arrived, and the home page was four blocks long. The family story got one paragraph, behind a tab on the About page.

Booking, the one thing the site had to do, was a text link among five, leading to a third party widget in its own colours with its own cookie banner. Every heading was set in the same spaced out serif capitals, so nothing read as more important than anything else. On a phone, the pricing became a stack of eight boxes.

• ×A black logo that almost disappeared on the dark hero video
• ×A newsletter popup covering the headline the moment you landed
• ×Four blocks on the home page, so 47 years of craft got one paragraph
• ×Booking buried as one text link among five, inside a third party widget
• ×Spaced out serif capitals on every heading, so nothing stood out
• ×The same Shopify product grid as any other store

We put the template aside and designed from the shop itself: dark cloth, warm wood, gold thread. The home page opens on a film of fabric folding with the name set quietly in the centre, and Book an appointment sits in the corner of every page, where you can always reach it. The heritage became a timeline from 1979 to today in their own photographs, and the walk from the front door to the fitting floor became the atelier tour, a film that moves as you scroll.

Every garment they cut got its own page and its own card in the wardrobe, which is also the structure their SEO map asked for. Booking became three steps styled as their own. Reviews come straight from Google. And so a price change never needs us, the whole site is editable from a CMS we built for them.

• ✓A full screen cloth film with the name set quietly in the centre
• ✓Book an appointment in the corner of every page, always visible
• ✓A heritage timeline from 1979 to today, in their own photos
• ✓The atelier tour: a walk through 80 Tras Street, scrubbed by your scroll
• ✓Bespoke cards that open like a wardrobe, one per garment
• ✓Google reviews live on the page, and a three step booking that fits the brand