Work — Reef

Reef

[ Reef ][ Redesign ][ 2024 ]Live Site

Founded 40 years ago as a men's beach sandal company, Reef has evolved into a global footwear and lifestyle brand for everyone. However, their existing website no longer reflected this transformation or the diverse ways modern customers shop. Partnering with Third and Grove for a full digital redesign on Shopify, Reef overhauled its user experience to highlight its sunny, optimistic aesthetic. The revamped site unlocks tailored shopping journeys, elevates brand storytelling, and establishes a flexible digital foundation to drive the company's next era of growth.

[ The Challenge ]

Reef's outdated digital experience failed to capture its expansion from a niche beach footwear brand into an all-encompassing lifestyle label. The existing site lacked personalized user journeys suited to distinct customer segments, particularly men and women who browse and buy differently. In addition, the platform lacked mobile optimization, smooth social integration, and dedicated architecture to effectively spotlight high-profile collaborations and seasonal product collections.

[ The Approach ]

Third and Grove redesigned Reef's website around deeply researched user insights. They crafted segmented shopping flows tailored specifically to how men and women navigate, while introducing a clean, fashion-forward visual identity that bridges laid-back beach style with modern street attitude. The updated Shopify platform features enhanced mobile functionality, seamless social media integrations, and dynamic layouts for brand collaborations and collection drops.