Havaianas brought its global retail presence to Tmall, one of China’s largest e-commerce platforms, with the challenge of translating the brand’s unmistakable personality into a digital experience built for local shoppers.

As Creative Director, I led the redesign of the Havaianas Tmall experience, guiding the team through UX and UI audits before establishing a new design system for the store. The goal was to balance brand expression with clarity and conversion, making the experience feel distinctly Havaianas without getting in the way of shopping.

The result was a brighter, more intuitive e-commerce experience that brought the brand’s playful visual language into navigation, product discovery and campaign storytelling. The work created a more cohesive digital expression for Havaianas in China while giving shoppers a faster, more engaging path from discovery to purchase.