A website designed to feel like the beginning of a story you’re not supposed to fully understand yet.
Project Overview
Lore by Letter is a subscription that sends unfolding mystery stories through physical mail—one letter at a time. Created by a husband-and-wife duo, the product is tactile, personal, and a little bit eerie in the best way.
The challenge: design a website that captures that same sense of curiosity and quiet intrigue—without spoiling the plot.
Approach
Instead of treating the site like a typical eCommerce experience, I approached it like the first clue.
The design invites users in slowly—hinting, suggesting, and leaving just enough unsaid to make you want more.
- Copy that teases instead of explains
- Layouts that reveal information in small, intentional moments
- A tone that feels equal parts literary and mysterious
- Just enough structure to guide you… but not too much
design highlights
- Built like a breadcrumb trail — Each section nudges you forward rather than spelling everything out
- Letter-inspired details — Typography and spacing echo the feeling of reading something personal
- Letter-inspired details — Typography and spacing echo the feeling of reading something personal
- Seamless path to subscribe — Clear actions that don’t break the spell
Outcome
The final experience feels less like shopping and more like discovering something you weren’t meant to find.
It sets the tone for the product, builds intrigue, and gives the creators a digital presence that matches the magic of what arrives in the mailbox.