The brief
I wanted to experience the entire process myself rather than approaching branding as an exercise in isolation.
That meant deciding what to sell, who it was for, how the brand should be positioned, how it should look and how the pieces would come together into an online store.
What I made
I developed the brand and ecommerce experience from the ground up.
I worked through the product concept, positioning, visual identity, store and launch — making decisions across the different parts of the business rather than treating them as separate design problems.
It was my first opportunity to see what happens when an idea leaves the portfolio and has to meet an actual customer.
The Result
It didn't become a sustainable business.
The brand launched, but it didn't generate the traction I needed to make the business work.
It showed me that a good-looking brand isn't enough. The strategy, product, audience, offer, distribution and business model all have to work together.
