鹿飛 LuFei
Website Design & Development
Client
鹿飛 LuFei
Genre
Brand Website / Responsive Design
Year
2025
Platform
Mobile & Web
Duration
6 weeks
Project Overview
鹿飛 LuFei needed a digital home that captured their brand philosophy — the grace and agility of a deer in flight. The website serves as both a brand storytelling platform and an e-commerce gateway, requiring seamless transitions between editorial content and product showcases across all devices.
The Challenge
The brand's identity bridges Eastern heritage and modern aesthetics, which needed to translate into a web experience that felt neither overly traditional nor generically trendy. Performance was critical — the site needed to load under 2 seconds on 4G mobile networks while delivering rich motion design and high-resolution imagery.
Our Approach
I designed a visual system rooted in natural motion — scroll-triggered animations inspired by a deer's fluid movement, paired with a muted earth-tone palette accented by jade green. The layout uses asymmetric grids for editorial sections and clean product cards for commerce. Built with Next.js for server-side rendering and optimized with lazy loading, responsive images, and a custom motion library to keep the bundle lean.
The Result
The new site launched to overwhelmingly positive reception, with average session duration reaching 4 minutes 30 seconds — 2.5x the industry benchmark for brand sites. Mobile conversion rates increased 38% compared to their previous Shopify storefront. The site was featured in Taiwan Design Week's digital showcase.
“Amber understood our vision from day one. The website doesn't just look beautiful — it moves and breathes like our brand. Our customers constantly tell us it's the best brand site they've seen in Taiwan.”
— Lin Wei-Chen, Founder — 鹿飛 LuFei
Client
鹿飛 LuFei
An emerging lifestyle brand based in Taipei, blending traditional Taiwanese craftsmanship with contemporary design sensibilities.