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Guðrun & Guðrun is a Danish slow fashion brand known for hand-knitted pieces made from locally sourced wool from the Faroe Islands, often referred to as "Faroese gold." Their work is deeply rooted in tradition and sustainability, blending modern design with time-honored techniques. But this project wasn’t just about e-commerce — it was about brand building. Our work with Minimum. involved not only creating a seamless shopping experience but also translating the brand’s narrative into a distinct visual language that reflects its heritage and quiet luxury.
Challenge
Guðrun & Guðrun faced a main challenge: how to translate the luxury and heritage of their products into a digital shopping experience. The goal was to create more than a transactional platform; it needed to reflect the brand’s deep connection to the Faroe Islands, its commitment to sustainability, and the quiet luxury of its pieces.
Our process was key in translating the crafted and analog brand codes into a digital environment — building a strong digital narrative rooted in their origins and artisanal processes. Another key objective was to elevate the online shopping experience. Most of the brand’s sales came from their physical store, while online sales where still limited. The challenge was to recreate the emotional connection and sensory experience of the physical store in their own digital space, allowing customers to feel the same intentionality and craftsmanship when shopping online.
Solution
We approached the project not as a website redesign, but as an act of storytelling. The inspiration came from the origin — the Faroe Islands — a quiet, rugged place where nature shapes every detail. The brand’s new digital expression needed to capture that same quiet power.
We began with the identity, refining the logo to reflect its Scandinavian roots — subtle shifts in letterforms and punctuation that spoke to a deep sense of place. But the true transformation laid in the experience itself. We designed a dual-path shopping experience: one path focused on function, guiding customers seamlessly through the purchase journey; the other path leaned into narrative, inviting visitors to linger and explore. Rich editorial pages unfolded the story behind each piece — where the materials came from, how they were crafted, and the values that shaped them. Every detail, from the pace of scrolling to the weight of typography, was curated to evoke the quiet luxury of the brand.
This was more than just an online store. It became a digital homage to the art of making — a space where the experience of discovering the brand mirrored the experience of wearing it. The deep understanding of both the fashion and design worlds allowed us to craft a digital presence that felt tactile, intentional, and distinctly human.
Results
The final result drove a stronger emotional connection with the brand. Visitors weren’t just able to shop — but they can now experience the brand’s story. The clean, functional design created a seamless user experience, while the editorial richness fostered deeper engagement. The platform is now a curated space for content from renowned photographers that helps elevate the brand’s visual language and strengthen its position as a leader in slow fashion. It’s not just a website but a quiet declaration of quality and craft.
Credits
PM @minimum.run
Design @mendesaltaren
Developement @minimum.run in collaboration with @apn.works
Expertise
Mendesaltaren team
Paula Montoto
Sara Rivera
Pupe Marín
Guðrun & Guðrun is a Danish slow fashion brand known for hand-knitted pieces made from locally sourced wool from the Faroe Islands, often referred to as "Faroese gold." Their work is deeply rooted in tradition and sustainability, blending modern design with time-honored techniques. But this project wasn’t just about e-commerce — it was about brand building. Our work with Minimum. involved not only creating a seamless shopping experience but also translating the brand’s narrative into a distinct visual language that reflects its heritage and quiet luxury.
Challenge
Guðrun & Guðrun faced a main challenge: how to translate the luxury and heritage of their products into a digital shopping experience. The goal was to create more than a transactional platform; it needed to reflect the brand’s deep connection to the Faroe Islands, its commitment to sustainability, and the quiet luxury of its pieces.
Our process was key in translating the crafted and analog brand codes into a digital environment — building a strong digital narrative rooted in their origins and artisanal processes. Another key objective was to elevate the online shopping experience. Most of the brand’s sales came from their physical store, while online sales where still limited. The challenge was to recreate the emotional connection and sensory experience of the physical store in their own digital space, allowing customers to feel the same intentionality and craftsmanship when shopping online.
Solution
We approached the project not as a website redesign, but as an act of storytelling. The inspiration came from the origin — the Faroe Islands — a quiet, rugged place where nature shapes every detail. The brand’s new digital expression needed to capture that same quiet power.
We began with the identity, refining the logo to reflect its Scandinavian roots — subtle shifts in letterforms and punctuation that spoke to a deep sense of place. But the true transformation laid in the experience itself. We designed a dual-path shopping experience: one path focused on function, guiding customers seamlessly through the purchase journey; the other path leaned into narrative, inviting visitors to linger and explore. Rich editorial pages unfolded the story behind each piece — where the materials came from, how they were crafted, and the values that shaped them. Every detail, from the pace of scrolling to the weight of typography, was curated to evoke the quiet luxury of the brand.
This was more than just an online store. It became a digital homage to the art of making — a space where the experience of discovering the brand mirrored the experience of wearing it. The deep understanding of both the fashion and design worlds allowed us to craft a digital presence that felt tactile, intentional, and distinctly human.
Results
The final result drove a stronger emotional connection with the brand. Visitors weren’t just able to shop — but they can now experience the brand’s story. The clean, functional design created a seamless user experience, while the editorial richness fostered deeper engagement. The platform is now a curated space for content from renowned photographers that helps elevate the brand’s visual language and strengthen its position as a leader in slow fashion. It’s not just a website but a quiet declaration of quality and craft.
Credits
PM @minimum.run
Design @mendesaltaren
Developement @minimum.run in collaboration with @apn.works
