Obie Rifai Designs

images/LACE Lingerie Brand Case Study
Obie Rifai

LACE Lingerie Brand Case Study

About The Brand

LACE Canada - Canada's leading online retailer of sexy lingerie in all sizes. The goal for the brand is to rethink how people see and buy lingerie, as well as change the narrative to make lingerie be a more non-risque part of society. Along with this, LACE’s message to spread a body-positive message by having a plus-sized section to include people of all sizes and not feel alienated when shopping for something as intimate as lingerie. 


  • Establish a new brand in an existing industry
  • Design brand image and website
  • By having a wide range of sizes from S - 4X, having a body-positive image was vital to the brand and the goal was to be as inclusive as possible. 


  • See what other sites are doing visually and how their brand is represented
  • Look at different e-commerce layout within and outside of the industry
  • Experiment with different styles before picking one to define the brand
  • Establish patterns in e-commerce website and implement the best course of action into the design



I started looking at the mobile version of the site. I analyzed the most important aspects of the page - the header, navigation, and footer. The goal was to create a simple yet intuitive way to use these elements without going against the customer’s default behaviour. Having the side nav on the left, logo in the middle with the search cart and search on the right gives a balance and a familiar placement one would see on a desktop site.

For our main navigation, we wanted to seperate standard lingerie and curvy lingerie. The main objective was to have a place where regardless of your size, you can feel comfortable shopping and have products that you could relate to. By having a curvy section, plus sized customers are able to not only see the selection that would be available in their size easier, but they would also be shown using plus sized models so they would be able to see the products on a body type similar to their own, making it more inclusive. 

LACE Homepage Design

Category Page

The main elements that were imperative to this page were the products themselves and the side navigation. 

One of the first things that were done to the products was resizing and refitting images. The goal was to make them consistent throughout each brand. By having this consistency, it give a familiarity to the products as well as an overall consistent look for these pages. 

The side navigation operates the left side of the page. I experimented at first placing it on top and on the right but found that most websites tend to have some sort of filter nav on the left side as a standard practice. We decided that the most important filters that we needed for LACE were Size, Brand, Colour and Style. By giving the customers these options to refine their search, it will ease their buying process and get them to a product that they’re interested in sooner. 

LACE Collection Design

Product Page

The image is the most important aspect of this page visually. I placed it on the left side aside from the other product information to give it it’s own space and authority. Having the other product images on the side that will update the main image once hovered over, leaves the main image as large as possible while giving the customer other ways to see the product. 

The other parts of the page to receive importance like the product image would be the product title, the product price, and the add to cart button. These elements are crucial to any ecommerce platform. Having the add to cart button a different colour then the price and text maintains its authority while still having its place on the page.

For LACE, it was conveyed that the product description, while important, wasn’t a key aspect where it needed to be above the page fold. By having it below the product image and the important product information. Alongside the product description comes along the specifications of the product so customers don’t need to open up a size chart as all of the info it all there. 

LACE Product Page Design


In Mid 2018, we switched our ecommerce platform from Magento to Shopify. I was responsible for re-coding the site to fit Shopify’s platform using HTML,CSS,JS and Shopify’s scripting language Liquid. By doing this we needed a lot of additional information for our products like specifications, whether it was discontinued or not, if there were videos associated with the product, complete this look for products that weren’t sold in sets, and more. By using all the tools that we had at our disposal with minimal use of 3rd party apps, we successfully launched on Shopify with little problems and made it a seamless transition for our customers.


Our main objective for our email marketing campaigns was to promote new collections while keeping our customers informed about current and future fashion trends. It was also important that our newsletters have the same branding and messaging as our site, by including body positive imagery, while incorporating styles and sales. Emails like these went out 4 days a week to keep our customers informed of new styles, as well as sales that we are currently offering. 

For our LACE Catalogues, the objective was to create a fashion magazine style catalogue to showcase new and existing collections to either go direct to mail or in orders that were placed on the website. We wanted the catalogues to more resemble fashion magazines with more of an emphasis on editorial images while incorporating the sales aspects of a normal sales catalogue. We also wanted to have theme pages such as great gift ideas, bridal sections, and influencer pages to give our customers other ways of looking at our products from an non-intimate way. 

LACE Catalog Designs


What was done

  • Establish a brand and style for LACE
  • Launch of website
  • Launch of email marketing
  • Create a direct to mail booklet
  • Create a yearly catalog of new products and collections to go out with orders
  • Create Business cards, postcards to go into orders


Overall, the outcome of this project was a success. We successfully launched LACE in November 2015 and established its own look and feel in a crowded industry. By having a curvy site within the main one, we made it a safe and body-positive place for plus sized customers to purchase lingerie while giving them options to see products that are more relatable to them. 

Role: Art Direction, Design, Front-End Development, Shopify Development, Social Media Marketing, Email Marketing, Graphic Design, Web Design

LACE Website Designs LACE Stationary Designs