Puffection
Brand Identity + E-Commerce Visuals
Client: Puff-Ection
Industry: Food & Beverage / E-Commerce
Role: Senior Graphic Designer / Brand Designer/ Web Designer
Deliverables: Full E-Commerce Website, Logo design, brand identity, product photography, lifestyle imagery, web/social assets, SEO & social sharing graphics
Project Overview
Puffection is a veteran family-owned brand specializing in handcrafted freeze-dried confections. The project involved creating a cohesive brand identity and designing the website experience from the ground up, balancing a playful product with a premium, trustworthy presentation suitable for e-commerce.
I led both the visual identity and the website design, ensuring consistency across branding, photography, layout, and digital touchpoints.
The Challenge
As a food brand selling online, Puffection needed to immediately communicate:
Product quality and safety
Small-business credibility
Visual consistency across web, SEO, and social
The challenge was to build a site and identity that felt approachable and handcrafted, while still reading as polished, professional, and conversion-focused.
Strategy & Design Approach
I approached the project holistically; treating the brand and website as a single system rather than separate deliverables.
Key decisions included:
A warm, neutral visual foundation that allows product color and texture to stand out
Clean, structured layouts to support e-commerce usability
Photography and assets designed specifically for web performance and scalability
This ensured the brand experience felt intentional at every stage; from homepage to product discovery to social sharing.
Design Execution
Brand Identity & Logo System
The identity was designed to feel handcrafted yet refined, supporting a wide range of applications without losing clarity or character.
Website Design & Layout
I designed the website layout to prioritize product visibility, clear hierarchy, and ease of navigation. The structure supports both storytelling and conversion, with flexibility for ongoing content and product updates.
Product & Lifestyle Photography
Photography direction emphasized texture, abundance, and warmth; reinforcing both product appeal and the brand’s family-owned story.
Digital, SEO & Social Assets
Supporting assets were created to maintain brand recognition at small sizes and across platforms, ensuring visual consistency beyond the website itself.
Results & Impact
Delivered a cohesive brand and website experience from concept to launch
Established a polished, trustworthy e-commerce presence
Created reusable assets for ongoing marketing and social use
Strengthened brand credibility while preserving personality
Key Skills Demonstrated
Brand identity systems
Website design & layout strategy
E-commerce visual design
Art direction & photography curation
Cross-platform digital consistency
Tools
· Adobe Photoshop · Adobe Illustrator · Adobe InDesign · Squarespace
Why This Project Matters
This project demonstrates my ability to own both brand and website design, creating a unified visual system that supports storytelling, usability, and business goals, not just individual assets.