A set of early design explorations that helped shape the look and feel of the wider digital experience. The final direction gave Percival a stronger editorial presence online, creating a more polished foundation for product storytelling, campaign content and e-commerce interaction. The design exploration helped shape a more expressive digital direction for Percival, balancing product-led commerce with a stronger sense of editorial storytelling. The result was a visual approach that gave the brand more room for personality, while keeping the shopping experience clear, structured and commercially useful.