Auraline Beauty

A digital extension of a private wellness experience.

Auraline Beauty is a Birmingham-based studio specialising in lymphatic drainage treatments.

The brief was to create a website that felt different from a typical beauty or wellness website. It needed to feel calm, private and considered, with the same sense of care that someone would experience inside the studio.

The direction was simple:

Make the website feel like an invitation to slow down.

01. Finding the Tone

we started by looking at how high-end spas and wellness brands communicate.

The language tends to be sparse.

The pace is slower.

There is very little competing for attention.

That became the foundation for Auraline’s design.

Stillness became a brand value.

Every design decision was considered against one question:

That question influenced everything from the amount of copy on screen to the way buttons, images and animations behave.

02. Visual Language

The visual system is deliberately restrained.

The main canvas uses a warm near-black, #14120e, while soft cream, #fffcf8, provides contrast across lighter surfaces.

A muted blush pink, #f2a8c2, acts as the only accent colour.

It appears selectively in places such as prices, buttons and small typographic details.

The colour isn’t there to decorate the interface.

It adds just enough warmth to stop the darker palette from feeling cold.

Typography follows the same approach.

Light and extra-light weights are used throughout, with generous letter spacing on smaller labels.

There are no oversized, aggressive calls to action.

Nothing is trying to shout louder than the brand.

03. Layout & Rhythm

The website is built as a single scrolling experience.

Each section has generous vertical spacing and wide gutters, giving the content room to breathe.

The hero uses a full-bleed image with a heavy gradient along the bottom that gradually dissolves into the next section.

This removes the feeling of a hard transition between blocks.

Instead, the page flows from one section into the next.

Wherever possible, hard borders and obvious section boundaries were avoided.

The intention was for the page to feel continuous, almost like one long exhale.

04. Custom Treatment Illustrations

Stock photography alone felt too generic for the direction we wanted.

To give the treatments their own visual language, we created a set of custom minimalist line illustrations.

Each treatment has its own illustration.

The illustrations use a single, extremely thin line on a cream background, with no fills or unnecessary shading.

They sit quietly inside the treatment cards rather than competing with the information.

Each illustration was manually mapped to its corresponding treatment so the entire set would feel consistent.

This gave Auraline something more distinctive than simply using another collection of stock images.

05. Interaction

The interaction design follows the same principle as the visual design.

Motion is subtle.

Hover states are soft.

Transitions are deliberately slow.

Even the loading experience is kept understated.

Nothing moves simply to demonstrate that it can.

The interface should feel responsive without becoming energetic or distracting.

06. The Booking Experience

The booking flow was deliberately simplified.

Rather than asking visitors to complete a long form or work through a complicated scheduling system, the site provides a direct WhatsApp path.

This keeps the barrier to contact low and reflects the personal nature of Auraline’s service.

The website introduces the treatments and builds the atmosphere.

The conversation then moves into a direct one-to-one interaction.

That felt more appropriate for the brand than forcing the entire relationship through an automated booking interface.

07. The Details

A large part of the project was knowing what not to add.

There are no unnecessary badges competing for attention.

No excessive animations.

No crowded service cards.

No collection of unrelated accent colours.

No aggressive conversion elements.

The restraint is intentional.

For a service built around relaxation and personal care, the website shouldn’t create the opposite feeling.

The Outcome

The final website feels less like a booking page and more like an introduction to the Auraline experience.

The dark, warm palette creates the right atmosphere.

The typography keeps the interface quiet.

The custom illustrations give the treatments their own identity.

The generous spacing creates a slower rhythm.

And the simplified WhatsApp booking path makes it easy for a visitor to take the next step without interrupting that experience.

The website doesn’t try to compete for attention.

It creates a reason to pause.

Designed and engineered by Evuve.