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E-commerce Website & Brand
WAGA
We designed and built WAGA a warm, editorial e-commerce experience, turning UNESCO-recognized Konjic woodcarving into a brand people buy into, not just browse.
We delivered WAGA a complete e-commerce website, design, build, and brand-aligned storefront. From a cinematic Bosnian-landscape hero to a merchandised product system, an Instagram-fed experience section, a Journal, and customer-review proof, every screen is engineered to make a handcrafted object feel as considered online as it does in the hand, and to make checkout the natural next step.
The Challenge
WAGA makes handcrafted home decor, lighting, and furniture rooted in UNESCO-recognized Konjic woodcarving, objects with real provenance and a real story. The problem was never the product; it was that none of that warmth survived the jump to a screen.
A craft this tactile is hard to sell online. Photographed flat, a hand-carved tray looks like any other tray. WAGA needed a storefront where the grain, the maker, and the heritage came through, and where browsing a beautiful catalogue actually turned into an order, not just an admiring scroll.
The brief: design and build a full e-commerce experience that feels like the brand, editorial, warm, unmistakably WAGA, while doing the unglamorous job of merchandising, converting, and shipping product across the region.
Client
WAGA
Industry
Home & Living · Handcrafted Decor
Services
E-commerce Web Design
Storefront Development
Brand Direction
Product Merchandising
Content & Photography Art Direction
Team
Adnan Muratović: Design & Development Lead
Konzept: Engineering & QA
Konzept: Content & Merchandising
Timeline
6-week build
Outcome
A craft brand turned into a storefront that sells the feeling of the object, and converts it into orders.
The Approach
We treated WAGA less like a shop and more like a brand world you can buy from. The whole site is built to carry one feeling, crafted objects, living heritage, from the first cinematic frame through to the cart, so the decision to own a piece feels earned rather than upsold.
Storefront & Build
<p>We designed and built the full e-commerce front-end on a warm, earthy editorial system, creams, beige, and natural wood tones with clean type that lets the product breathe. A landscape hero opens the brand, then a merchandised catalogue takes over: 'Pieces for Modern Living,' category routes for Home Decor, Serving Trays, and Cutting Boards, and a consistent product card that frames each hand-carved piece with price, variants, and a clear path to buy. Every grid is engineered to keep the object the hero and the next click obvious.</p>
Feel the Experience
<p>The standout move is the experiential layer that sells the why behind the price. A 'Feel the Experience of WAGA' section pairs artistry and provenance, 'Our process & craft' beside 'Konjic Woodworking, UNESCO heritage', while a live @waga.wood Instagram grid of video stories brings the workshop and real homes into the storefront. It's social proof and brand story doing the same job a salesperson would in a showroom: making the heritage tangible before you check the price.</p>
Story & Proof
<p>We anchored the site with 'The WAGA Story' founders' section, a Journal for styling, gifting, and craft features, and an 'Our Happy Customers' review system that puts real product praise next to the products themselves, closing the loop from feeling to trust to order.</p>
Konzept understood that we weren't selling trays and lamps, we were selling a piece of Bosnian heritage. They built us a website that finally feels like holding one of our objects in your hands, and the orders followed. For the first time our online store looks as considered as the things we make.
Amela Karahodžić
Founder, WAGA
Add-to-Cart
<p>By merchandising every piece inside a warm, editorial frame, strong product photography, clear variants, and an obvious next step, product pages moved from admired to acted on, lifting add-to-cart engagement sharply over the previous catalogue presentation.</p>
Direct Sales
<p>With a storefront that finally matched the quality of the craft, the bulk of WAGA's sales now flow directly through the site rather than DMs and one-off requests, giving the brand a real, measurable e-commerce channel it can grow.</p>
Brand Recall
<p>The 'Feel the Experience' and Story sections gave WAGA a distinct, ownable identity online, a brand world customers remember and return to, not just a place to check a price.</p>