Designing a Marketplace That Feels Like Home: Branding and Web Design for HANA

  • HANA Shopify homepage designed by Clarity, showcasing handmade home goods by women and gender non-conforming artists
  • Close-up of an artist’s hands working with wood, emphasizing handmade process and care
  • Stack of glazed ceramic bowls in earthy tones, representing handmade goods for the home
  • Mobile view of HANA’s Shopify site, optimized for browsing small-batch handmade home goods
  • Infographic for HANA handmade market, featuring custom design and branding by Clarity
  • Display of artisan pottery at a local craft market

Client

Branding strategy, brand identity, full website creation, SEO strategy, UX/UI design, content marketing strategy, collateral design

Deliverables

Building a Brand and Digital Storefront That Reflects the Heart of a Creative Community

HANA is more than a store — it’s a collective of women and gender non-conforming artists dedicated to crafting small-batch, handmade goods for the home. Rooted in the Pacific Northwest, HANA brings together makers who care deeply about beauty, ritual, and intention, offering ceramics, textiles, and more through a curated online marketplace.

HANA embarked on a comprehensive branding journey with Clarity to establish a distinct identity and website that reflect the warmth of this creative community and the quality of their work.

A Brand Identity That Honors Makers and Their Stories

We began with brand strategy and visual identity, helping HANA express who they are: a supportive, expressive, and radically intentional space for artists and shoppers alike. It was carefully designed to reflect HANA’s organic, handmade, yet elevated vibes. The branding is strong and confident, but soft and refined, showcasing the duality of societal expectations placed on women.

Our work included:

  • Hand-drawn logo and wordmark that blend softness with structure, speaking to both craft and care.

  • Color palette and type system inspired by natural materials and the comfort of a well-made home.

  • Design direction for packaging, social media, and artist onboarding tools to keep everything consistent and cohesive.

A Digital Experience That Centers Connection

To support HANA’s launch and growth, Clarity designed and built a custom Shopify site that prioritizes usability for both artists and customers.

Features included:

  • Artist-centered navigation to allow browsing by maker, collection, or material.

  • Flexible product page templates to showcase handmade details and storytelling.

  • Back-end resources to support artists through onboarding, shop setup, and product uploads.

THE WORK

THE WORK

Illustration of the word 'HANA' in a stylized font with constructed guidelines and a leaf element attached to the letter Y, demonstrating logo construction design.
White ceramic vases with natural sunlight and shadows, black text overlay saying "authentic ethical, elevated."
Illustration of three different shaped bottles over a blurred background with a hand holding a small bowl, text promoting BIPOC women-owned and operated skincare brand, Shophana.com.
A brand style guide page with brown hand logo illustrations, showing the primary logo on the left and a smaller scaled version on the right, with text explaining secondary logo usage and size recommendations.
A color palette chart with samples and hex codes, titled 'Color Palette' from Hana Brand Book, featuring colors Milk, Canvas, Pesto, Moth, Ink, Coffee, Crumb, and Brick.
A smartphone displaying a website for Hana, a collaborative project featuring textiles and ceramics. Surrounding the phone are various printed materials, including a color palette chart, an illustration of a bear with the text 'Products crafted solel
Informational flyer about HANA, a women-led community of gender non-conforming artists, emphasizing their values of equity, fair wages, eco-packaging, transparency, and support for Planned Parenthood.
Typography sample layout with the word 'hello.' in bold black font, and text about Hana marketplace, showing font styles and sizes for display, heading, subheader, and body text, on a light beige background.

Design a Business That Reflects Your Values - Connect With Your Audience Today!

A woman with shoulder-length brown hair smiling, dressed in a navy blue sleeveless dress with a knot at the waist, standing outside next to a modern glass building.

Let’s talk about how we can bring your vision to life.