Case 06 · 2025
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Aerox
Breathing
Category
Web Design · Health & Wellness
Services
Web Design · E-Commerce UX · Development · Brand
Client
Aerox Breathing
Overview
Every DTC wellness brand looks the same. We made sure Aerox didn't.
Every wellness brand looks the same. Aerox had a genuine science-backed breathwork product and a clear athletic audience — and was selling entirely through Instagram DMs. No owned channel. One algorithm change away from nothing.
I audited 15 DTC wellness brands to map the 'white background trap' — why they all looked identical — then built the opposite. Athletic, precise, science-forward. Not spa. Not clinical. The design earns trust before asking for the sale.
Stack
Next.js · Shopify Integration · Wellness · E-Commerce
Brand
Design System
Photography Direction
Visual Identity
E-Commerce
Shopify Storefront
Product Pages
Mobile UX
Checkout Flow
The Problem
A science-backed breathwork product selling entirely through Instagram DMs and a Linktree. No owned store — one algorithm change away from nothing.
Who it's for
Performance athletes (25–45), CrossFit and gym communities, and health-conscious professionals managing stress and recovery. Primarily mobile shoppers who research products on Instagram or TikTok before converting.
What they needed
They respond to scientific credibility, athlete endorsement, and outcome-specific claims — not vague wellness language. They make considered purchases ($60–$150) and need to understand the why before the buy.
User Flow
How they move through it.
Cold social traffic needs proof before purchase — so the flow educates, then sells.
The brand
Athletic. Precise. Not spa.
The store
Science first. Sale second.
Brand Identity
Athletic, not spa.Palette
Typography
Breathe. Perform.
Science-backed breathwork.
Brand In Use
Logo lockup
In context
Brand campaignWhat I Built & Why
The decisions behind it.
Product schema markup
Structured data on every product for rich search results.
Sub-2s mobile LCP
Image budgets keep the store fast where 80% of sales happen.
Sticky add-to-cart
Thumb-reachable cart persists through the science scroll.
Principles
Gallery
The delivered work.
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Interactive 3D
Built with real-time 3D, right in the browser.
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