Officina Profumo di Santa Maria Novella

Although the Officina has a captivating backstory involving connections with everyone from Catherine de' Medici to Pope Eugene IV, the brand’s online presence didn’t do justice to their rich heritage, layered identity, and impressive physical experience.
We wanted to help new generations and international audiences appreciate the timeless nature of the Officina in today’s performance-focused and hype-driven beauty and personal care landscape.
AREA 17 evolved the Officina’s newly refreshed brand identity into a modern digital experience that reveals layers of their history and the in-person experience while maintaining an air of mystery.

The Officina was in the process of rebranding, which served as the starting point for our work. We evolved brand elements originally defined for print and packaging to ensure a cohesive digital identity, while bringing in stylistic touches unique to the website.

To add authentic historical depth and visual intrigue, we introduced illustrations and UI elements based on actual archival botanical prints and product recipes
Rather than disclosing everything at once, we offer a subtle narrative that weaves together heritage, art and beauty, supporting our strategy to spark curiosity and invite further discovery.

Many eCommerce sites are aggressively optimized for efficiency and sales conversion. This is decidedly not the Officina way. We shaped an experience that respects the brand principle of gradual discovery while aligning with modern eCommerce best practices.

Built on Shopify, the website is home to roughly 2,300 products.
 An intuitive architecture allows visitors to explore them in stages and discover hidden gems without becoming overwhelmed. Immersive sections like the Cabinet of Curiosities and product page panels deliver deeper storytelling around the brand and its iconic products.

Three independent Shopify stores help the brand address different geographic markets, supporting their physical boutique expansion and establishing the 800-year old Florentine brand in the global landscape of beauty and personal care brands.