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What the client needed help with
Oenothera is a wellness studio based in Monaco. It’s a quiet, intimate space combining modern medicine, osteopathy, manual therapy, and natural self-care practices. The founder came to us with a clear request: to create a simple, elegant website that reflects the studio’s essence — something that doesn’t look like anything else in Monaco.
They had the name, Oenothera, inspired by the evening primrose flower, associated with warmth, softness, and the feeling of home. But beyond the name, the brand had no clear digital identity. There was no positioning, no service catalog, and no online presence.
Our task was to build everything from the ground up: strategy, structure, design, and implementation.
Health & wellness
Oenothera
Create a website that authentically reflects the studio’s atmosphere and builds trust.
Define and structure the brand’s online identity and service offering.
With our analysis, they could solve two problems at once:
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What we did
To create a website that works, it has to be rooted in reality — in user needs, brand logic, and clear structure. Here’s what we did, step by step.
Through competitor review and informal interviews, we identified a gap. Most wellness spaces in Monaco leaned either toward clinical medical language or luxury spa aesthetics.
Oenothera’s strength was in its grounded, science-informed yet natural approach. No synthetic products, no health fads — just real care with professional expertise.
1
Audience research and differentiation
We began by defining Oenothera’s target groups:
  • Expats in Monaco
  • Athletes and physically active clients
  • Families with children and teens
  • Women shopping in the surrounding area
2
Concept and brand positioning
Together with the founder, we shaped a clear concept:
"Oenothera: a professional approach to your well-being."
We built on the natural theme in four dimensions — body, mind, space, and rhythm — and played with the dual meaning of the name. "Thera" referenced therapy, earth, and territory, while "Oeno" subtly nodded to a remote Pacific atoll. The space offered clients a moment of pause, solitude, and connection with their body and self.
This idea guided the tone, design, and flow of the website.
3
Structuring services and offers
Initially, Oenothera offered a range of treatments, but they were scattered and unclear to first-time visitors. We organized everything into a structured catalog, sorted by:
  • Core treatments
  • Additional services
  • Packages tailored to specific audiences (children, athletes, women)
This made the offering clearer, more professional, and easier to navigate — especially for those unfamiliar with bodywork or wellness services.
4
Website architecture and interface
We built the site on Tilda, focusing on clarity and ease of use:
  • Clean layout with minimalist design
  • Smooth navigation and readable structure
  • Balanced pacing that mirrored the calm of the physical space
  • Responsive display for mobile, tablet, and desktop
Every element was designed to support a gentle, trusting user experience — with no noise or overload.
5
Visual language and content
The visual identity drew from the studio’s real interior: natural tones, soft light, and earthy textures. Content was written in a warm, confident tone — professional, but human. We avoided cliché wellness jargon and built a voice that respected the client’s intelligence and emotional comfort.
4
Technical setup and conversion tools
To prepare for launch, we:
  • Secured and connected a custom domain
  • Installed lightweight forms for bookings and inquiries
  • Placed conversion points at key stages of the user flow
  • Set up basic analytics to monitor site performance
Everything was optimized for smooth performance with room for future scaling.
Oenothera’s case shows that even the most intuitive and human-centered concepts need structure. Without a clear brand story, service clarity, and a simple interface, even the best wellness space can go unnoticed.
By building the website from the ground up, we helped transform an offline experience into a clear, welcoming digital space that builds trust from the very first visit.
Final Takeaways