WHAT MAKES A GOOD WEBSITE FOR A HERITAGE OR VINTAGE BRAND?
If your brand has heritage, strong roots or draws from vintage design, your website needs to feel like an extension of that story - not an afterthought.
But vintage style online can go wrong fast. Too many brands lean too far into “old-fashioned” aesthetics and end up with clunky, outdated sites that frustrate users.
A good vintage-inspired website captures the feeling of the past - not the limitations of it.
So, what actually makes a good website for a vintage-inspired brand?
1. It tells your story through design.
Heritage brands thrive on storytelling - provenance, craft, authenticity, nostalgia. Your website should reflect that visually and verbally.
Design tips:
Use vintage-inspired typography, but keep it legible. A single retro display font paired with a clean modern sans-serif often strikes the right balance.
Incorporate subtle textures, borders, or illustrations, but avoid overloading the layout.
Use photography that looks timeless - using natural light and muted tones.
Pro tip: Build your design system around mood, not mimicry. You’re not making a website that looks like it’s from 1950 - you’re creating one that feels like it belongs to a brand with history.
2. It feels modern to use.
Your visitors expect a modern user experience - fast loading, easy navigation, mobile-first layouts. Heritage or vintage doesn’t mean outdated.
UX best practices:
Keep navigation simple and visible.
Prioritise speed. Compress images using WEBp format and use lightweight fonts.
Make buttons, links, and calls to action easy to spot and interact with.
Use Heatmap software to see how your users actually use your site, and where there are points of friction.
If your audience has to “figure out” how to use your website, they’ll leave - even if it’s beautiful.
3. It balances nostalgia with clarity.
A lot of vintage brands go too heavy on decorative elements, which can make the content hard to read. Always test your design for readability and contrast.
Practical pointers:
Limit your colour palette to 2–3 key tones (e.g. cream, deep green, mustard).
Check accessibility contrast ratios - subtle doesn’t have to mean low-contrast.
Space out text properly; type needs breathing room on screen.
Think of it like dressing vintage: one statement piece, everything else understated.
4. It’s built to show off the details.
Heritage and craft-led brands often have incredible visual assets - textures, packaging, spaces, behind-the-scenes processes. Your site should be designed to showcase them beautifully.
Ideas:
Use large, immersive imagery that feels like turning pages in a vintage catalogue.
Include “story” sections for your materials, methods, or history.
Consider subtle animations - like fading textures or parallax - to make the site feel tactile.
Your craftsmanship is part of your marketing. Let the site feel like your brand in motion.
5. It’s easy to update.
Many vintage-inspired businesses, not least restaurants, stores, heritage sites, museums and makers - struggle with keeping their websites updated with so many new products, events and things happening. Outdated pages or sold-out products make even the most beautiful design look neglected.
Tips:
Choose a CMS that’s simple for you to update (Webflow, Squarespace, or Shopify).
Design consistent templates for new content, so updates never break your layout.
Keep your core info (hours, contact, address) clearly visible and easy to change.
A timeless aesthetic only works if the content isn’t stuck in time.
6. It tells your brand story.
A strong heritage or vintage brand feels coherent - logo, packaging, stationary, tone of voice, and web design all align.
Ask yourself:
Does my site sound like my brand talks in real life?
Would someone recognise my business from Instagram to website instantly?
Does the tone feel authentic - not overly polished or artificial?
When all those elements click, your website becomes part of your brand experience - not just a digital business card.
TL;DR
A good heritage or vintage website:
Feels timeless, not old-fashioned
Balances storytelling with usability
Uses modern UX practices with nostalgic design touches
Is simple to update and consistent with your brand voice
If your brand has character and soul, your website should too - just with the usability and polish of today’s web standards.
If your website needs a revamp and you want to inject it with some character and soul, tap the button below to see how Walker Design Co. can help.
