Customer-centricity is on full display here. Blume has tailored every aspect of their store to the audience they serve. The typography flows from the classic & elegant Value Serif to the popular Aperçu. In its typical style and outline form, the latter adds a sense of modern seriousness with just the right amount of humanist flourish.
The language that's assembled with these exquisite fonts delivers a tone that resonates with Blume's Gen Z audience. Reading through the website feels like a conversation with a friend—if that friend were a teenager. The content is conversational while also living up to their brand values through a supportive and informative tone.
The supporting cast of soft color and organic design elements tie it all together. The hand-drawn icons convey a personal touch. The photography is artsy, Instagram-worthy, and engaging. Finally, in-depth instructions and ingredients lists for each item show a sense of openness that their younger audience requires. Overall, Blume conducts a masterclass in designing for your ideal customer.