MUK Haircare is a bold and performance-driven professional haircare brand, born in Australia. Shakewell supported MUK in elevating their digital presence by designing a modern e-commerce website and style guide that communicates credibility and clarity in a competitive market.
As a growing force in the global haircare industry, MUK had evolved from a humble startup to a recognised Australian brand. Yet their digital presence hadn’t kept pace.
In a saturated marketplace full of competing products, many customers struggled to choose the right solution for their hair needs. MUK’s purpose is simple: they create products that “say what they do and do what they say.” The website needed to reflect that clarity, confidence, and maturity.
Key needs included:
- Portraying MUK as an established and trustworthy brand
- Simplifying navigation across a wide range of products
- Helping users better understand how to use each product
Shakewell began by collaborating with MUK to create a refreshed style guide. This would become the foundation for all future digital decisions.
The guide introduced a clean, minimalist design system with purposeful accents of colour to reflect the vibrancy of MUK’s product range. It was essential for the visual language to project both sophistication and accessibility.
Through competitor research and customer interviews, we identified common user frustrations. A major pain point was the lack of clear directions on how to use specific haircare products.
We designed a content-forward experience that allows MUK to:
- Showcase rich how-to videos throughout the product journey
- Guide customers using smart categorisation and intuitive product discovery
- Elevate brand credibility with consistent typography, colour, and visual hierarchy
The site was built using WordPress, ensuring MUK’s internal team could manage updates with ease.
Key features included:
- Modular product pages for easy content addition
- Integration of embedded multimedia for tutorials
- Optimised page structure for SEO and performance