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Bones

Bones A Brand & E-Commerce Redesign

Bones, formerly known as Original Bones, is a company known for their signature pillow products, once selling millions of units annually. After changes in their distribution model, the company recognized the need for a refreshed brand identity and a shift in how they sold their products—moving toward a more modern, direct-to-consumer approach.Thats where I came in. Bones needed not only a new e-commerce website but also a full brand redesign to reflect their updated vision. The project aimed to reposition the company for renewed growth while integrating their digital storefront with existing business systems.

bones website mockup
Bones branding

Goals

  • - Rebrand Original Bones to simply Bones, modernizing the identity while retaining brand equity.
  • - Design and develop a fully responsive e-commerce website tailored for a clean, user-first shopping experience.
  • - Seamlessly integrate the website with SAP B1, the companys enterprise resource planning (ERP) system.
  • - Support future scalability as the brand re-enters the market post-distribution challenges.
bones mockup
bones logo

My Role

I led the brand design and creative direction for the rebrand, collaborated on the UI/UX design of the storefront, and coordinated with developers and third-party specialists to handle the technical integration with SAP B1.


Key Contributions

  • - Created a refreshed visual identity, including new logo, color palette, and typography.
  • - Designed wireframes and high-fidelity mockups for the e-commerce site using a modular, scalable system.
  • - Consulted on product photography and content direction to align with the new brand tone.
  • - Worked closely with developers and IT teams to map and implement SAP B1 connections to product, inventory, and fulfillment systems.
bones website mockup

Challenges

  • - A lengthy timeline due to supply chain and distribution delays, which postponed product availability and the website launch.
  • - Navigating the complex SAP B1 integration, requiring close technical collaboration and customized data flows.
  • - Rebranding a legacy company without losing recognition or existing customer trust.

Outcomes

While the website is nearing its final launch phase, the work done has positioned Bones for a strong comeback once inventory issues are resolved. The brand now has a refreshed, modern identity and a digital infrastructure ready to support direct-to-consumer sales, streamlined operations, and future growth.

bones mockup