Manchester-based, brand-led design and digital agency BGN has launched a new high-end ecommerce website for premium homecare brand Mella 1809, which has been designed to create a luxury, sensory-led lifestyle experience.
Built on Shopify, the custom site immerses its users in the world of Mella 1809, blending refined design with rich storytelling to elevate cleaning and homecare into the territory of artisan fragrance and considered living.
The website has been crafted to appeal to premium lifestyle consumers and design-conscious buyers who value heritage, craft and elevated home experiences. Editorial-led commerce plays a central role, with a Journal section that educates shoppers, deepens brand engagement and reinforces the value of Mella’s fragranced collections, while heritage storytelling sits alongside contemporary design to highlight the brand’s origins, craftsmanship and attention to detail. The core aim is to encourage direct-to-consumer sales and growth through community-led initiatives.
“We approached the project by reframing homecare as something to be experienced rather than simply used. We wanted to move Mella 1809 away from the conventions of household cleaning and into the space of lifestyle and sensory enjoyment,” said David Newton, BGN’s creative director.
He continued: “By presenting the products as crafted, fragranced collections with their own stories, the site allows customers to connect emotionally with the brand, its heritage and its purpose. The result is a refined, immersive digital platform that supports Mella’s growth ambitions while strengthening its position as a premium homecare brand.”
Jorge Mella, founder of Mella 1809, which promises the aspirational achievement of ‘happiness through cleaning’ added: “We worked in partnership with the BGN team, who immediately understood what we were trying to achieve as a brand. The team worked in a partnership with us to translate our ambition to elevate homecare into a luxury, sensory experience into a beautifully executed digital platform.
“From the design to the storytelling and commerce journey, the site captures our heritage, craft and values while giving us a strong foundation to grow our direct-to-consumer capabilities.”
