Case Study · O-HUMN
Building a UK peptide brand a complete ecommerce experience, from website and visual identity to AI-generated advertising.
Refrakt designed and built the O-HUMN ecommerce experience end to end, the website, the guided product finder, the full visual asset library, the video content and the AI-generated advertising creative, giving a new UK peptide company a premium, scientific presence built to sell subscriptions from day one.
Client
O-HUMN
Sector
Peptides & Longevity, UK
Engagement
Website, Brand Assets, Video, Ads
Project
O-HUMN Discovery Path
Executive Summary
A new peptide company that needed to look established on launch day.
O-HUMN is a UK peptide company selling compounded peptide pens across three pillars, hair, skin and body. In a category where trust is everything and most competitors look either clinical and cold or unregulated and cheap, the brand needed a digital presence that felt precise, premium and credible from the very first scroll.
Refrakt delivered the whole thing. We designed and built the ecommerce site, created the guided assessment that recommends a personalised stack, produced the entire visual asset library, directed the video content, and generated the advertising creative for the full product range.
The result is a single, coherent brand world, website, product imagery, video and paid social creative all built from the same design language, ready to acquire and retain subscription customers.
1
Ecommerce experience, designed and built
8
Question guided product finder
Full
Product and advertising asset library
AI
Generated creative across the range
The Challenge
Selling something technical to people who are still learning the category.
Peptides are unfamiliar territory for most buyers. Product names are clinical, the benefits are not obvious, and the difference between one pen and another is hard to judge without help. A conventional grid of products would have left customers guessing.
The commercial model also depends on repeat purchase. The experience had to move someone from curiosity to a personalised recommendation to a subscription, without ever feeling like a hard sell.
What We Delivered
Website, product discovery, visual assets, video and advertising creative.
01
Ecommerce website design and build
We designed and built the O-HUMN site from a blank page, a calm, editorial layout with confident typography, a restrained palette and an age-verified entry point. Every section is structured around one idea: understand the system, choose your stack, subscribe and save.
02
The Discovery Path, a guided product finder
Rather than dropping people into a catalogue, we built an eight-question assessment that takes under a minute and returns a recommended stack based on the customer's goals across hair, skin and body. It turns an unfamiliar range into a personal answer, and it is the primary route into the shop.
03
Product architecture and subscription merchandising
The full range was structured into clear goal-led categories, vitality and growth hormone, repair and recovery, skin, hair and soothing, longevity and cellular energy, metabolic and body composition, hormones and libido, focus and calm. Every pen is available one-time or on subscription, with subscribe and save presented consistently across the range.
04
Visual asset design
We produced the entire visual library, product renders, colour-coded pen photography, molecular set dressing and section artwork. Each product line has its own colour signature, so the range reads as a family on the site, in the feed and in the ad unit.
05
AI-generated advertising creative
Using AI generation directed to the brand's art direction, we created advertising creative for the full range, GLOW, GHK-Cu, Longevity, KLOW, Tesamorelin and SS-31. Same lighting language, same molecular world, different colourway per product, so campaigns can scale across the catalogue without a new shoot every time.
06
Video content
Motion content produced to sit across the site and paid social, built from the same visual system as the stills so the brand stays consistent wherever a customer meets it.
Advertising Creative
AI-directed ads that talk like the brand.
Every product in the range has its own advertising creative, GLOW in rose gold, GHK-Cu in blue, Longevity in teal, KLOW in coral, Tesamorelin in gold and SS-31 in burgundy. Same lighting language, same molecular world, a different colourway per product.
Because the creative is AI-directed to the brand's art direction, new products can join the campaign set immediately, with no new shoot, no drop in quality and no break in consistency.
The Outcome
One brand world, built to launch and built to scale.
Experience
A guided route to purchase
The Discovery Path replaces a confusing catalogue with a personalised recommendation, giving new customers a reason to buy and a reason to subscribe.
Brand
A complete visual system
Website, product imagery, video and advertising creative all built from one design language, so the brand looks established across every touchpoint.
Scale
Creative that scales with the range
AI-directed advertising assets mean new products can join the campaign set immediately, with no drop in visual quality or consistency.
Core Workstreams Managed
- ,Ecommerce website design and build
- ,Guided product assessment, the Discovery Path
- ,Product and subscription merchandising
- ,Brand and visual asset design
- ,Video content
- ,AI-generated advertising creative
Questions
What people ask about this project
- What did Refrakt deliver for O-HUMN?
- The ecommerce website, a guided eight-question product finder, the full product and brand visual asset library, video content and AI-generated advertising creative across the product range.
- How does the Discovery Path work?
- It is a short assessment that asks about goals across hair, skin and body, then recommends a personalised product stack, turning an unfamiliar range into a clear next step.
- Do you create AI advertising creative for other brands?
- Yes. Refrakt Digital directs AI-generated creative to a brand's own art direction so campaigns can scale across a full catalogue without repeated production shoots.
- Can Refrakt build a subscription ecommerce site from scratch?
- Yes. O-HUMN was designed and built from a blank page, including product architecture, subscribe and save merchandising, the guided assessment and the full front end, so a new brand can launch complete rather than in stages.
- Who builds ecommerce websites like this in Essex and Dubai?
- Refrakt Digital, led by Vicki Mahoney, is Essex based and works with clients across London, the UK and Dubai on ecommerce web design, brand asset creation, video and paid advertising creative.
- How long does a launch like O-HUMN take?
- A full launch build covering website, product discovery, visual assets, video and advertising creative typically runs as one continuous engagement rather than separate projects, which is what keeps the brand consistent across every touchpoint.
Work with Refrakt
Launching something new?
Website, brand assets, video and advertising creative, designed and built by one senior team.