A cutting-edge eCommerce solution

Never The Black Tote


Never the dull or ordinary.

Never the Black Tote (NTBT) is an online boutique, delivering fashion treasures created with passion and care, from some of the most exciting designers and brands around the globe.

The company are keen to disrupt the conventional retail shopping experience, which often relies on safe, predictable designs – leaving consumers searching through pages of similar items, trying to find an item that expresses their individuality.




The challenge

To sell boutique fashion to a savvy audience.

Online retail is a highly-competitive marketplace, where establishing a strong brand and delivering an engaging shopping experience is essential – both to attract shoppers and maintain their attention throughout the buying process.

NTBT’s brand experience has been showcased as ‘fearless design, rebellion, freedom and brand with substance’ – helping their start-up operation to stand out in a crowded market and punch above its weight.

NTBT asked Liquid Digital to design a shopping experience which delivered their brand ethos to any user on any device.


Custom Development from the ground up with a branding flair.

After all, cutting-edge fashion demands a cutting-edge e-commerce solution.

We worked closely with NTBT’s management team to develop a dynamic and highly marketable e-commerce website.

The shopping experience is streamlined with a powerful ‘lookbook’ (a hand-curated gallery) that blends the brand’s fashion photography with a complimentary design style and innovative in-picture shopping.

Allowing shoppers to remain immersed in this abstract world while they add items to their cart, directly from each image, helps maintain their engagement.

The whole project was designed and built in function of NTBT’s brand and fashion expertise.


Services provided

Type of Work

Analytics and Insights

A|B Testing

Goal Configuration


User Flow & Heat-mapping

Type of Work

Branding and Identity

Audience & Market Research

Collateral & Graphic Design

Colour Theory & Typography

Positioning Strategy

Refresh or Ground-up

Type of Work

Content Services

Content Management Systems

Copywriting Services

Infographics & Video Production

Web & Marketing Content Creation

Type of Work

Digital Marketing

Campaign Planning

Conversion Rate Optimisation (CRO)

Email Marketing & Lead Nurturing

Inbound Marketing

Pay Per Click (SEM)

Search Engine Optimisation (SEO)

Social Media Marketing (SMM)

Type of Work

Digital Strategy

Business Goals / Digital Alignment

Content Strategy & Creation

Digital Ecosystem Planning

Goals & Objectives Review

Opt-in Funnel Development

Touchpoints Management

Type of Work

Online Advertising

Concept Art & Storyboarding

Email Marketing Design

HTML5 & Video Ads

Type of Work

Social Media

Account Creation

Social Marketing Strategy

Social Media Monitoring

Social Strategy for Business

Type of Work

Support and Maintenance

Performance and Page-speed

Quality Assurance & SLA

Server Maintenance & Monitoring

Training and Manuals

Web / App Updates

Type of Work

User Experience (Ux)

Ux Advocacy & Training

Ux Build

Ux Design

Ux Research

Ux Testing

Type of Work

User Interface strategy & design (Ui)

A|B Testing

Design for Conversion

Design for KPI

Multi-platform Design


Type of Work

Website Design and Dev

Digital Design

Growth Driven Design & Progressive Enhancement

Systems Integraton

Web Development

"Liquid Digital did an amazing job bringing our vision to reality from start to finish"
Grannie, CEO Never The Black Tote