Never The Black Tote

Cutting-edge fashion requires a cutting-edge e-commerce solution.


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.

The Solution

Custom Development from the ground up with a branding flair.

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.

The Solution

Services Provided

Type of Work

Analytics and Insights

A/B Testing
Search Optimisation

Type of Work

Branding and Identity

Graphic Design
Positioning Strategy

Type of Work

Content Services

Content Creation
Content Management Systems (CMS)
Content Marketing
Promotional Videos

Type of Work

Digital Marketing

Online Ads
Website & Product Launch

Type of Work

Digital Strategy

Business Goals / Digital Alignment
Digital Ecosystem Planning
Goals & Objectives Review

Type of Work

Online Advertising

Concept Art & Storyboarding
Email Marketing Design
Graphic Design & Typography
HTML5 & Video Ads

Type of Work

Social Media

Account Creation
Social Marketing Strategy

Type of Work

Support and Maintenance

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)

Design for Conversion
Design for KPI
Multi-platform Design

Type of Work

Website Design and Dev

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