Ethel Cain

Just one year after the release of her debut studio album, 'Preacher's Daughter', Hayden Anhedönia's Ethel Cain project has become a force to be reckoned with. Her moody, Florida-panhandle ballads tell the story of a traumatic religious upbringing, illustrated through beautiful, sepia-tinted lenses of nostalgia. Since the release of 'Preacher's Daughter', Ethel has propelled to indie stardom, opening for massive acts like boygenius, Caroline Polachek, and Florence + The Machine, and has headlined countless renowned festivals, including Coachella, Austin City Limits, and Pitchfork Music Festival. We were honored to work with Ethel's team to design and develop her online merchandise website. We wanted to entwine Ethel's brown, moody aesthetic into every element possible, from the fonts, to the background, to the checkout language.