Redesign the ERTAWY website with a true luxury, Class A visual direction.
The website must look like a premium architecture / interior design / luxury lifestyle brand — NOT like a normal e-commerce store.
Core Visual Concept
The design should communicate:
Quiet Luxury + Modern Egyptian Elegance + Architectural Minimalism
Think of a sophisticated luxury interior showroom translated into a website.
The customer should immediately feel:
“This is an expensive, beautifully designed brand.”
Do NOT make the website overly decorative or flashy.
Luxury should come from:
Typography
Spacing
Photography
Materials
Composition
Subtle details
Strong art direction
Color Palette
Use a very restrained palette:
Warm Ivory — primary background
Soft Sand / Beige — secondary surfaces
Muted Champagne Gold — tiny premium accents
Deep Charcoal — typography
Warm Stone Gray — secondary text
Gold must be used extremely sparingly.
Do NOT use:
Bright gold
Bright blue
Strong gradients
Neon colors
Saturated colors
Generic blue “water” colors
Homepage
Create a cinematic, editorial homepage.
Hero
Use a full-width luxury interior photograph showing an elegant contemporary space.
The first product should appear naturally inside the interior rather than looking like a typical product advertisement.
Place minimal typography over or beside the image:
ERTAWY
Elevated Living.
Small supporting text:
Designed for spaces that value every detail.
CTA:
EXPLORE COLLECTION
The hero should have significant negative space and feel like a luxury fashion/editorial campaign.
Do NOT put a large e-commerce product grid immediately below the hero.
Editorial Storytelling
The homepage should tell a visual story.
Use alternating full-width image sections and minimal text.
Example:
Section 01
Large interior image.
Small label: THE ART OF EVERYDAY LIVING
Large heading: Objects should belong to the space they live in.
Short elegant paragraph.
Section 02
Split-screen composition:
One side: Large close-up product/material photograph.
Other side: Minimal typography explaining the design philosophy.
Section 03
Large cinematic lifestyle image.
Text:
Designed to be seen. Made to belong.
Product Presentation
Products should feel like luxury objects, not supermarket products.
Create large product photography with:
Neutral backgrounds
Architectural environments
Soft natural lighting
Detailed material close-ups
Strong shadows
Editorial composition
Product cards should have lots of whitespace.
Avoid:
Excessive borders
Loud badges
Discount stickers
“SALE” labels
Cheap-looking buttons
Crowded information
Display:
Product Name
Short description
Price
Then a very refined CTA:
ORDER VIA WHATSAPP →
Shop Page
The Shop page should look more like a luxury showroom than Amazon.
Use a spacious 2-column or 3-column product layout depending on screen size.
Large images.
Minimal text.
Lots of whitespace.
Filters should be subtle and elegant.
Categories should remain broad because ERTAWY will eventually sell multiple lifestyle products.
Example categories:
All / Living / Home / Objects / New Arrivals
Do not make “Gallon Covers” the main category of the entire website.
It can be a product category inside the broader lifestyle brand.
Product Page
Make the product page highly premium.
Use an asymmetric editorial layout.
Left: Large image gallery.
Right: Minimal product information.
Example:
ERTAWY
Signature Cover
A beautifully designed cover created to transform an everyday object into part of your interior.
EGP 4200
[ ORDER VIA WHATSAPP ]
Then below:
Details
Materials Dimensions Finishing Care
Use accordion sections for details to keep the page clean.
WhatsApp CTA
The WhatsApp button should NOT look like a generic green WhatsApp button.
Instead, make it a premium dark/charcoal button:
ORDER VIA WHATSAPP →
When clicked, it opens WhatsApp with a pre-filled order message.
Use the official WhatsApp icon subtly if needed, but maintain the ERTAWY visual identity.
The WhatsApp number must be stored in one configurable variable.
Navigation
Create a very clean navigation.
Left:
ERTAWY
Center:
SHOP ABOUT JOURNAL
Right:
| AR | EN |
and a minimal menu/order icon.
The header should become slightly more solid when scrolling.
Keep the navigation minimal.
Logo
Use the provided ERTAWY logo.
The logo should have enough breathing room around it.
Do not put it inside a colored box.
Do not add unnecessary effects.
Use the black version on light backgrounds and a light/cream version on dark photography when necessary.
Typography
Typography is extremely important.
Use a high-end editorial pairing:
Sophisticated serif for large headlines
Modern clean sans-serif for navigation, body copy and product information
Headings should be large and elegant.
Use generous letter spacing for English uppercase labels.
Arabic typography should be clean, modern and premium.
Photography Direction
The photography should feel like:
Architectural Digest + luxury furniture campaign + boutique hotel
Use:
Modern Egyptian interiors
Limestone
Travertine
Natural wood
Cream fabrics
Architectural arches
Warm sunlight
Mediterranean textures
Sophisticated neutral interiors
The first product can appear in:
Luxury living rooms
Modern villas
High-end kitchens
Contemporary terraces
Egyptian/Mediterranean architecture
Avoid generic stock photography.
Micro Details
Add subtle luxury details:
Thin 1px separators
Tiny uppercase labels
Fine champagne-gold accents
Smooth image reveals
Very subtle hover animations
Slow elegant transitions
Refined cursor interactions on desktop
Image masking/reveal animations
Everything should feel intentional.
Important UX Rule
Do not sacrifice usability for aesthetics.
The website must still make it extremely easy for the customer to:
Discover a product
View product details
Select variant/quantity
Click “ORDER VIA WHATSAPP”
Send the order
The purchase journey should be extremely simple.
Mobile
Mobile must feel equally premium.
Do not simply stack the desktop layout.
Create a carefully designed mobile experience with:
Large editorial images
Elegant typography
Comfortable spacing
Sticky “ORDER VIA WHATSAPP” CTA on product pages
Simple navigation
Fast product discovery
Brand Positioning
The customer should NOT think:
“These people sell gallon covers.”
The customer should think:
“ERTAWY is a premium lifestyle/design brand, and this is one of their beautifully designed products.”
This distinction is extremely important because the brand will expand into additional premium products in the future.
Final Quality Standard
Before finishing, review the website as if you were a Class A Egyptian customer shopping for premium home products.
Remove anything that looks:
Template-like
Generic
Cheap
Over-designed
Too colorful
Too e-commerce-heavy
AI-generated
The final result should feel like a real luxury brand that could confidently charge a premium price.
Prioritize art direction, typography, spacing, photography, and materiality over adding unnecessary features.
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