Meji Meji is a fashion brand rooted in Nigerian heritage, storytelling, and self expression. As the brand prepared to release a new collection and grow its digital presence, Studio Unruly partnered with founder Tolu Oye to design a digital system that could hold the brand's identity, commerce, and creative output in one place.
Meji Meji's existing website functioned as an online store, but it didn't fully represent the brand's depth or evolving direction. As the brand expanded its storytelling, collections, and visual language, there was a need for more than e-commerce. The challenge was to create a digital experience that could support commerce, while also serving as a home for the brand's narrative, creative process, and visual world.
Studio Unruly approached the project as the design of a digital home rather than a conventional fashion website. We designed and built a website that balanced functionality with expression, combining e-commerce with editorial spaces, galleries, and long-form storytelling. The structure allowed the brand to move fluidly between product, process, and culture, without fragmenting it's identity. Alongside the website, we led the art direction and photography for the collection lookbook, ensuring the visuals and digital experience spoke the same language.
The result was a cohesive brand and digital system that reflected Meji Meji Mama’s identity while supporting growth and future releases.
