1. Project Overview

Baciami is a women’s fashion brand based in Vietnam, known for its elegant áo dài, chic everyday wear, and premium homewear. With a loyal customer base and a growing collection of modern pieces, Baciami was ready to elevate its image and user experience to match the sophistication of its products.

However, their visual identity and online infrastructure lacked cohesion. They needed a modern brand system, a website that felt premium yet approachable, and a backend that could scale with their growing inventory and campaigns. That’s when they turned to Fynest.

Baciami Project

Fashion

2. Why Baciami Chose Fynest: A Full-Service Creative and Tech Partner

Baciami wasn’t looking for isolated services — they wanted a partner who could guide them through a full brand and digital transformation. They chose Fynest because of our combined strengths in:

• Fashion-forward UI/UX design and digital branding
• Full website design and development with CMS integration
• Strong grasp of lifestyle marketing and audience engagement
• Ability to handle both aesthetics and systems — from logos to backend content workflows

3. The Challenge: A Brand with Vision, But Without a Digital Foundation

Before partnering with Fynest, Baciami had strong products and a loyal base — but lacked the digital assets and brand clarity needed to scale. Their pain points included:

• An inconsistent brand image across channels
• No CMS, requiring developer support for every small update 1
• A basic website that didn’t match the quality or tone of their collections
• No structured social media strategy to engage or grow their audience

In an industry where perception, visuals, and accessibility are everything, this gap was limiting growth.

4. The Solution: A Brand That Matches Its Product Quality

We helped Baciami turn that gap into an opportunity by delivering:

• A refreshed visual identity that feels timeless and premium
• A high-conversion website that tells the brand story while showcasing collections beautifully
• A CMS backend that empowers their team to launch, update, and manage content without friction
• Social media presence that resonates with their audience and reflects the brand’s essence

5. How Fynest Delivered: A Cohesive Identity and Scalable Digital Platform

a. Brand Identity & Logo Design We began by refining Baciami’s visual identity:

• Designed a new logo that balances elegance and modernity
• Developed a full brand system including typography, color palette, and visual guidelines
• Built consistent visual language across packaging, digital, and print

b. Website Design & Development We created a fully responsive website that serves as both a digital storefront and brand experience:

• Modern, minimal UI that puts the products and visuals first
• Optimized navigation for mobile and desktop shoppers
• Microinteractions and animations to enhance the premium feel

c. CMS Backend Implementation To support Baciami’s growing catalog and marketing campaigns, we implemented a CMS that allows the team to:

• Easily add or update products, collections, lookbooks, and banners
• Manage seasonal content and promotional blocks
• Localize and update content without relying on developers

d. Social Media Management We supported their growth by managing and curating their social presence:

• Designed and scheduled visually cohesive posts
• Helped craft product launch campaigns and seasonal lookbooks
• Created social-first content tailored for their audience’s taste and behavior
• Ensured cross-platform consistency between website and social visuals

6. Technologies We Used

To bring Baciami’s vision to life, we used a modern and scalable tech stack:

• Storefront UI: Next.js, React, Tailwind CSS, and TypeScript for an editorial shopping experience on every device.
• Headless CMS: Strapi powering products, lookbooks, and seasonal campaigns with custom roles.
• Backend services: Node.js APIs syncing inventory, forms, and merchandising data.
• Deployment workflow: Vercel hosting with incremental static regeneration for lightning-fast launches.
• Analytics & growth: GA4, Meta Pixel, and Meta Business Suite orchestration to measure conversions and retarget fans.

7. The Result: A More Confident Brand, Online and Off

Since the relaunch, Baciami has seen measurable improvements in brand presence and engagement:

• Increased time-on-site and lower bounce rates, indicating stronger engagement
• Higher conversion rates from Instagram to website (almost double), driven by better social storytelling and product linking
• Faster content turnaround, thanks to a flexible CMS and scalable design system
• Stronger audience sentiment, with comments and DMs reflecting improved perception of brand quality

“The new branding and website made Baciami feel like a different brand — one we’re proud to show off. It matches the quality of what we make, and our customers are noticing the difference too.”
— Murphy Le, CEO of Baciami