Visual design showcase

FirstClub as a product has always looked to create a thoughtful, curation-driven shopping experience that stands apart from the noise of mainstream e-commerce. My work spanned catalogue photography systems, category landing page design, and end-to-end visual direction, shaped in close collaboration with the co-founder, category heads, merchandising and marketing teams.

The core question driving all visual work was simple: “Why should consumers choose FirstClub?”. The challenge ahead was to solve for:

I used a mix of macro focus and lifestyle setting to highlight the quality of the produce. This was FirstClub's top selling category.

My main objective here was to communicate the largest variety of daily groceries. This was FirstClub's second highest selling category.

This was the first non-food category for FirstClub. I carried the quality first philosophy through here too, aiming for sophistication through glass surfaces, clean functional type and a palette that extends the one I built for the FnV categories.

The health page needed an even stricter approach to the ingredient list. I wanted this page to communicate the purity and quality of these products.

Here I brought back the colors of the season and communicated the festive mood alongside the usual highly curated products. These examples are from the nine days of Navratri.

These pages usually drive specific private label products or offers tied to a lifestyle festival, like Valentine's Day.

I used an AI based workflow to bring in brand imagery, composition and guidelines consistently. Here are some examples.

I designed this to reinforce the "why FirstClub" part of the experience at a moment customers check often.

The visual language of FirstClub was shaped by the contribution of many talented people. I want to thank Munz for always backing my decisions and questioning them where needed, Ashish Acharya for the amazing motion graphics, Gouri Vats and Kareen George for their collaboration and illustration support, and Rahindh Rosh, Md Sahal and Harishankar Subramaniam for their collaboration, feedback and trust.