In my freshman year I was tasked to create the layout for an e-commerce site that allowed the user to customize the product to their liking with multiple options. My concept was “Pretty Baked,” an online edible store that allowed the user to choose sizes, flavors, toppings, etc. of their cookie dough.

From the start I knew I wanted a fun yet alternative look for this brand, so I created a brand style using shades of charcoal with a pop of color. I created a logo that emulated this vibe through script and display texts with a hand-drawn icon.

A year later, I decided to completely redesign this site, only keeping the colors and the logo. I streamlined the customization process to one page in order to give the user access to all of their options in one place and opted for a more legible sans-serif for all of the copy.