Kamarhatty

Fixing the online perception of a legacy textile jute and linen brand.

Kamarhatty manufactures and exports sustainable jute and linen products for industrial and commercial use.

In a world increasingly shaped by sustainability and conscious consumption, we partnered with Kamarhatty — a heritage jute and linen manufacturer — to reimagine their digital presence, strengthen their online perception, and better showcase their legacy of natural materials and ethical production.

This collaboration led to a refined, responsive website and a modern visual identity that honors the brand’s roots while inviting today’s users into a thoughtful, immersive experience grounded in quality and trust.

Problem

The website felt outdated, difficult to navigate, and lacked clear product discovery. It failed to properly showcase their rich legacy & innovations in sustainability. Project turnaround time was key.

How might we?

Identify key stakeholder goals & business challenges

Build an understanding of the ecosystem to create an effective design intervention

Fix online perception for a brand with a rich legacy but poor web presence

Improve product discoverability through clearer navigation and categorization

Choose the right platform and template foundation for faster, scalable deployment

Leverage adaptable Webflow templates for faster and scalable deployment

Who we solved for

Industrial
Buyer

Industrial Buyer

I want a clear understanding of product capabilities and manufacturing expertise so I can confidently evaluate suppliers and make informed purchasing decisions.

Procurement
Officer

Procurement Officer

I want quick access to company credentials, certifications, and capabilities so I can efficiently assess suppliers during procurement processes.

Purchase
Manager

Purchase Manager

I want to quickly review product offerings, manufacturing capabilities, and company strengths after discovering potential partners at conferences.

Identify key stakeholder goals & business challenges

We developed a deeper understanding of the business ecosystem, long-term objectives, and the challenges influencing the brand’s current perception. This process helped uncover important insights into how the business had evolved over time and identify the gaps that existed within its digital experience.

We understood that while Kamarhatty had a strong legacy and an established business presence, its digital identity was not keeping pace with today’s digital-first landscape. The existing online presence did not fully communicate the brand’s credibility, heritage, and expertise, creating a disconnect between the strength of the business and how it was being perceived online.

Build an understanding of the ecosystem to create an effective design intervention

We conducted semi-structured stakeholder interviews along with validation exercises to uncover business objectives, existing gaps, and market perceptions. This helped us gain insights into both internal expectations and external challenges influencing the brand.

Through these discussions, we identified that despite Kamarhatty’s long-standing legacy and industry presence, its digital experience was not communicating the same level of credibility. The existing website felt outdated and failed to reflect the brand’s heritage and expertise, creating a disconnect between its established reputation and its online presence and perception.

Fix online perception for a brand with a rich legacy but poor web presence

The visual identity and digital touchpoints did not reflect the strength of Kamarhatty’s established legacy. Elements of the existing brand expression, lacked the refinement and visual language needed to communicate a contemporary yet credible presence.

The design direction for the new website focused on presenting Kamarhatty’s heritage, craftsmanship, product strength, and industry trust in a more contemporary and structured way. The redesign helped bring key brand strengths to the surface by making the pages more purposeful, giving products stronger visual presence, and making credibility markers easier for users to notice and trust.

Before

After

‹ ›

Improve product discoverability through clearer navigation and categorization

The earlier website lacked a clear content hierarchy and structured product presentation, making it difficult for users to easily understand and explore the brand’s offerings. While valuable information around products, materials, and capabilities existed, it was not organized in a way that supported intuitive discovery or communicated the depth and quality of the brand effectively.

We restructured the navigation to be clean, intuitive, and purpose-driven. Clear labeling, a streamlined menu, and a well-organized content hierarchy guide users effortlessly from one section to the next — whether they’re discovering jute and linen, exploring the product range, or learning about the company’s legacy. This structure doesn’t just support ease of use — it encourages exploration, helping users engage more deeply with the brand.

Old Information Architecture for Kamarhatty

New Information Architecture for Kamarhatty

Choose the right platform and template foundation for faster, scalable deployment

For Kamarhatty, the priority was a brand-focused website that was easy to update and maintain. The old site ran on WordPress, which meant juggling plugins for styling, animations, and content, plus managing hosting and security. Webflow brought all of this into one platform: native animations and CMS, managed hosting and security, and a simple editor for the client to update content without touching the design.

Once the platform direction was clear, we leveraged adaptable Webflow templates as a flexible foundation for the website experience. This helped accelerate deployment while still allowing enough room to customize the structure, visual identity, content sections, and page experience around Kamarhatty’s brand needs.

Rather than building rigid structures, the focus was on creating a scalable system that could evolve with future business needs. The adaptable framework enabled easier content updates, consistent implementation across pages, and a more efficient process for expanding the website over time.

Build a modern brochure-style website experience aligned with their industrial credibility

We approached the redesign with the intention of modernizing the digital experience while staying true to Kamarhatty’s legacy and established brand character. The focus was on creating a cleaner and more structured visual language that reflected the brand’s heritage, craftsmanship, and authenticity while bringing a more contemporary feel to its online presence.

The redesign extended across key touchpoints, modernizing the visual identity while retaining the brand’s earthy warmth. Subtle textures, soft color palettes, and generous whitespace created a contemporary aesthetic without losing the natural and authentic character that defines the brand.

Improved brand perception for a stronger and more consistent digital presence.

Strengthened the digital experience through a modernized visual identity and refined website presence that better reflected the brand’s legacy and credibility.

Perceived Trust & Credibility

Supplier Confidence

2.5x

Brand Credibility Consistency

Trust

The new digital presence gives Kamarhatty’s established reputation a stronger online expression. A company with a legacy spanning more than 140 years now presents itself with the professionalism, quality, and credibility that its business deserves.

By bringing its heritage, capabilities, and products into a more considered digital experience, the website creates a stronger first impression and helps visitors trust that the strength they hear about offline is reflected in what they see online. The result is a stronger first impression.

Confidence

The redesigned website helps prospective buyers move from awareness to understanding with greater clarity. Products, capabilities, expertise, and company credentials are presented in ways that make Kamarhatty easier to evaluate as a potential supplier.

Instead of having to piece together information from a fragmented experience, industrial buyers and procurement teams can more quickly understand what Kamarhatty does, what it offers, and why the company is worth considering. It supports moments when a conversation moves toward serious supplier consideration and review.

Consistency

The new website closes the gap between Kamarhatty’s established offline reputation and its digital presence. Someone discovering the company through a conference, referral, or existing relationship now encounters an experience that feels more aligned with the stature, heritage, and quality of the business.

The result is a more coherent brand experience across touchpoints — one that reinforces what people have heard about Kamarhatty rather than leaving its digital presence to tell a different story. It reinforces the relationship beyond the meeting.

Client Experience

“I was a little skeptical initially because the team hadn't worked within our industry before, and we were running months late to build the project. However, Levelworks and Paritosh ⁠quickly understood our ecosystem, key needs and pain points, and dove right into solving them—with lightning speed. Within time and our constraints, they successfully designed & delivered excellent quality work that was true to our century-and-a-half-old brand and heritage. They under-promise, over-deliver and work not as vendors, but as partners. For the last couple of years, they have been doing a great job of keeping our online systems well maintained. I happily and confidently recommend them!”