KUNJAE & Co.
Revamping a premium Thai leather brand's Shopify store to match the craft behind the product
KUNJAE & Co. is a Thai premium leather goods brand built around one skill handcrafting car key cases and bespoke leather accessories that improve with age. Every piece is made from imported genuine leather, hand-stitched to order, and fully customisable leather type, colour, thread colour, and personalised name stamping. Their existing Shopify store wasn't reflecting the quality and craftsmanship of the product. We redesigned and rebuilt it for editorial Shopify experience built for a brand that takes its craft seriously.
Technology
Shopify
Industry
Fashion & Accessories
Automotive
Services
Web & UX Design
Shopify Theme Development
Customisation UX
Car Model Navigation
Techstack
Product Customization
The Challenges
A premium handcrafted brand held back by a store that didn't reflect its quality
KUNJAE & Co. had built a loyal customer base around genuinely excellent craftsmanshi but their previous Shopify store didn't communicate that quality. The visual experience was generic, the customisation journey was unclear, and navigating 25+ car brand variations was confusing for shoppers who arrived knowing exactly which car they drove but struggling to find their specific key case. The revamp needed to fix all three visual identity, customisation UX, and catalogue navigation while preserving the brand's growing SEO and customer history.
Brand Presentation
The previous store looked like a standard template nothing about it communicated the premium quality, handcrafted detail, or distinctive leather aesthetic that defines KUNJAE & Co. The dark, editorial identity the brand deserved wasn't coming through at all.
Car Model Navigation
With key cases for 25+ car brands from Toyota and Honda to Porsche, Lamborghini, and Tesla shoppers needed to find their specific car model immediately. The old navigation made this harder than it should have been, creating drop-off at exactly the moment intent was highest.
Customisation Journey
KUNJAE's customisation options leather type, colour, thread colour, name stamping are the core value proposition. But if shoppers can't understand or navigate the options clearly, they abandon without ordering. The UX around customisation needed a complete rethink.
Our Solution
A dark, editorial Shopify store built around craft, customisation, and car model discovery
We redesigned KUNJAE & Co.'s Shopify store with a premium aesthetic that finally matched the quality of the product clean typography, editorial photography, and a visual language that communicates "handcrafted luxury" before a single word is read. Car model navigation was restructured into clear alphabetical groups (A-I, K-N, P-Z) so a Toyota driver or a Porsche owner can find their key case in seconds. The customisation journey was simplified and made visual shoppers can see exactly what they're configuring at each step, reducing hesitation and increasing order completion. The Voyager travel collection and AirTag cases were given dedicated spaces within the store, expanding the brand's reach beyond car accessories while keeping the core product front and centre.
Premium Dark Aesthetic
A dark, editorial visual identity that finally communicates the quality and craftsmanship behind every KUNJAE piece from the homepage through to individual product pages.
Car Model Discovery
25+ car brands organised into clear alphabetical navigation groups shoppers find their specific car model in seconds, arriving at exactly the right product without friction.
Customisation Made Clear
Leather type, colour, thread, and name stamping presented as a clear, visual configuration journey so shoppers understand exactly what they're ordering and feel confident completing the purchase.
