Toush Design
End-to-End Ecommerce Ecosystem (B2B + B2C)
Founder | Brand Strategy | UX/UI | Ecommerce Architecture | Commercial Design
Industry
Home decor / textile design
Business model
B2C + B2B wholesale
Role
Founder & End-to-End Product Designer
Toush Design is a pillow and cushion brand specializing in:
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Artisan textile finishes
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Premium fabrics
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Unique design details
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Neutral and trend-driven color palettes
The company required:
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Complete brand identity
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Full ecommerce experience
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B2C online store
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Separate B2B wholesale platform
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Payment and logistics setup
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Product catalog system
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Commercial materials
This was not just a website — it was building a digital business infrastructure from zero.
The Challenge
There were three major challenges:
1. Dual business model
We had two very different audiences:
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Retail customers (B2C)
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Wholesale resellers and stores (B2B)
Each required:
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Different pricing logic
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Different messaging
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Different purchasing flows
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Different minimum order requirements
2. Product Complexity
Products had:
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Variations (color, size)
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Optional filler
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Stock vs made-to-order
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Tiered pricing for wholesale
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Payment differences (cash vs 30 days)
3. Building from zero
There was:
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No brand
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No digital presence
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No structured pricing system
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No operational ecommerce flow
Business Strategy
Instead of mixing everything into one confusing store, I designed:
Website 1 – Toush Design - B2C (Retail)
Focus:
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Emotional appeal
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Product discovery
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Visual inspiration
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Easy checkout
Website 2 – TOUSH MAYORISTA (Wholesale)
Focus:
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Volume pricing
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Payment terms
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Minimum purchase rules
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Professional positioning
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Contact-driven conversion
This separation prevented friction and confusion.
Brand Identity
I developed the complete brand system:
Brand Positioning
Minimalist, premium, neutral, warm.
Visual Language
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Soft neutral palette (beige, linen, muted greens, dusty pinks)
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Clean typography
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Spacious layouts
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Calm aesthetic
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Editorial product photography
The brand communicates:
Soft luxury, artisan detail, and quality craftsmanship.
Ecommerce Architecture (B2C + B2B)
I designed two distinct ecommerce experiences to support different audiences:
B2C (Retail):
Visual-first shopping experience focused on inspiration, clear product discovery, variant selection, and frictionless checkout.
B2B (Wholesale):
Structured around tiered pricing, minimum order requirements, and payment conditions (cash vs 30 days).
The experience prioritized clarity, transparency, and operational logic to support volume-based purchasing.
This dual architecture prevented confusion and aligned UX with each business model.
Operational & System Setup
Beyond design, I configured the full ecommerce infrastructure:
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Payment gateways and bank transfer workflows
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Wholesale payment term logic
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Shipping rules and preparation timelines
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Inventory vs made-to-order logic
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Minimum order enforcement
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WhatsApp integration and email flows
This project involved both UX design and backend operational structuring.
Key UX Decisions
Several strategic UX decisions shaped the experience:
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Clear visual hierarchy using spacing and typography
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Product filtering system (price, color, size)
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Transparent communication of production times and payment terms
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Separation of retail and wholesale journeys to reduce friction
The focus was clarity, trust, and scalability.
Results & Impact
Toush Design became:
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A structured ecommerce brand
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A scalable wholesale supplier
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A premium-positioned home decor brand
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A digitally organized business
The ecosystem allowed:
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Retail sales
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Wholesale growth
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Repeat customer capture
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Brand consistency across digital & print
