A shop that keeps the soul of the wood.
Pure Nature Design makes one-of-a-kind dining, coffee and club tables from solid timber and epoxy resin — every piece cut from a single log in a workshop in Sirakovo. We redesigned and rebuilt the storefront to match the object: a warm, quiet, material-first interface where the photography does the selling and the interface stays out of the way.
purenature-design.com
How do you sell a one-of-a-kind object online — when no two are ever the same?
A live-edge table is not a product in the catalogue sense. It is a single slab from a single walnut, with its own knots, cracks and river of resin — made to order over six to ten weeks, and never repeated. The old site treated these like SKUs on a shelf: small photos, thin copy, a checkout that felt like buying a phone case.
The brief was to build a storefront worthy of the craft. Somewhere the material leads, the making is part of the story, and a visitor who arrives wanting a walnut table leaves having designed their walnut table. Brand, photography direction, the full build, and the content engine that keeps it fed — all under one roof.
“The interface should feel like the workshop: warm, unhurried, and completely out of the way of the wood.”
Four decisions the rest of the site is the consequence of.
A cream-and-ink base keeps the interface quiet so the photography can be loud. One oak accent, picked straight from the wood, carries every action and every eyebrow. No competing colour anywhere on the page.
Cormorant Garamond carries the editorial voice — headlines, pull quotes, the story of the log. Manrope handles the working UI: prices, specs, filters, buttons. Warmth up top, legibility underneath.
Every table is made to order, so the catalogue is a starting point, not the destination. Availability is honest — Na stanju vs Po meri — and every dead end routes to the configurator instead of a 404.
Catalog with variants and made-to-order fields, cart and checkout, RSD + € pricing, the journal, and a delivery flow that reaches across Europe — wired through ReadyCMS so the client runs it without a developer on call.
A cream canvas, an ink voice, one oak accent.
The palette is three colours doing three jobs. Cream is the ground the whole site rests on. Ink is the type and the footer — never pure black, always a warm near-brown. Oak is the single accent, lifted from the timber itself, reserved for actions, eyebrows and the hairline moments that need to glow.
Primary · on cream
Reversed · on ink
Unikatni stolovi od masiva i epoksi smole. Izrada po meri, dostava širom Evrope.
Homepage · the material, then the making.
The homepage is a slow scroll on purpose. A full-bleed hero of a finished table in a real room, two lines of Cormorant, and one oak button. Below it, the collections, then the story of how a table is made — because for a made-to-order object, the process is the product.
Trees selected from the forests and gardens of our region — each with its own grain, knots and story.
The wood is gently dried and stored, then milled and the parts prepared for the pour.
Rivers and cracks are filled with epoxy in your chosen colour — clear or tinted.
A final sanding and hard-wax oil give a silken touch and protect the wood for generations.
Our tables, in real homes.
A living gallery instead of a hero carousel. Interior photography, shot warm to match the palette, carries most of the persuasion — so the interface can afford to say very little.
Shop · a catalogue that behaves like a gallery.
Eighteen pieces, each a unique object, laid out on cream with room to breathe. A quiet filter rail on the left; honest availability on every card; and in-grid tiles that route the undecided straight to the configurator or a personal consultation.
Odmah dostupno — on-hand stock filtered to the top for buyers who can't wait six weeks.
One photo, category, price in RSD, and a Po meri / Na stanju pill. Wishlist heart, nothing more.
Every few rows, a tile routes the undecided to the configurator or a personal consult — no dead ends.
The questions a bespoke buyer actually asks — delivery, care, lead time — answered on the page, not buried.
The configurator · the signature feature.
The catalogue converts the decided; the configurator is for everyone else. Four steps — wood, shape, resin colour, legs — turn I want a walnut table into a made-to-order spec the workshop can build.
Walnut, oak, elm, ash, acacia — the timbers we dry and store ourselves.
Rectangle, slab, round or organic — with dimensions to fit the room you measured.
Clear, emerald, smoke-black, amber, turquoise — poured into the rivers and cracks.
A-frame, U-leg, hairpin or wooden — the base that finishes the piece.
The product card, drawn once and reused everywhere.
One card, one anatomy — photo, category kicker, name in Cormorant, price in Manrope, and an availability pill. The same component fills the shop grid, collection pages, the related pieces rail and the homepage.
Journal · the content engine that feeds SEO.
A made-to-order product is a long consideration cycle, so the journal does real work: care guides, how to measure your room, oak-vs-walnut, stories from the workshop. Categorised, filterable, and built to rank.
Maintenance · Guides · Interior · Wood · From the workshop — one taxonomy, editable in ReadyCMS.
The lead story runs full-width with its own hero — the anchor for the season's SEO push.
Category kicker, Cormorant headline, read-time and date. The same rhythm as the shop grid.
A quiet linen block, not a pop-up. Tips and new models — occasionally, no spam.
Built on ReadyCMS.
ReadyCMS gives Pure Nature Design the things a made-to-order furniture shop actually needs — variant products with bespoke fields, honest stock states, a journal, multi-currency, and a back office a non-technical maker can run from the workshop.
Po meri and Na stanju live in the product schema, so availability is truthful without a plugin.
Masiv, Epoxy, Klub, Organic — with wood, shape and price filters generated from the catalogue.
RSD on the storefront, € for delivery across Europe — priced and displayed from one source.
The blog, categories, meta and clean URLs are first-class — no bolted-on second system.
Wishlist, cart and a delivery flow tuned for large, carefully-packed, freight-shipped objects.
New models, photos, prices and articles are all edited in-house — no developer for a seasonal update.
A storefront that finally matches the object it sells.
The redesign is live on purenature-design.com. Figures below are directional — drawn from the site and the workshop's own record. Hard numbers are the client's to share.
Across Serbia and shipped throughout Europe — every one a single, unrepeatable piece.
From more than 500 finished homes. A category where trust is the whole sale.
From first sketch to a hard-wax-oiled table at the door — the honest lead time, stated up front.
Brand, site, ReadyCMS build, photography direction, social and SEO — under one roof.
One warm canvas, one oak accent, one team running all of it.
Brand and visual identity, photography direction, the full ReadyCMS build, eCommerce strategy, the journal, social and SEO — designed and run by Creative Brackets, for a maker who needed the whole thing to feel like one hand-finished object.
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