Crafting the Visual Identity for Elichi Coffee | Case Study

For Elichi, the goal was to build a brand identity that captures the ritual of craft coffee. The visual direction balances modern simplicity with a warm, sensory feel—creating a clean yet inviting identity across every touchpoint.

Design Highlights:

Custom Typography: Paired clean, modern letterforms with subtle editorial accents to establish an elevated, boutique feel.

Packaging & Collateral: Used generous white space and structured layout grids so the physical packaging feels premium in hand.

Palette & Materials: Blended deep, roasted tones with soft, muted neutrals to reflect the warmth of the space and the richness of the brew.

I’d love to get your feedback on this direction:

How does the balance between modern typography and warm tones feel to you?

Does the packaging strike the right balance between minimal and welcoming?

Cool work 🙌

Premium Bag Store Shopify Website Design & Store Optimization

This project focused on the storefront design and layout optimization of a premium brand specializing in men’s and women’s bags and lifestyle accessories.

The work focused on creating a clearer shopping experience across the storefront, with attention to product presentation, navigation, customer information, and overall visual structure. The store was built using native Shopify 2.0 sections to keep the experience flexible and consistent across the site.

Key improvements included structured FAQ sections, Materials & Care information, contact sections, and a multi-level mega menu to make it easier for customers to navigate multiple product categories and find relevant products.

Klaviyo lifecycle flows were also configured to support customer communication beyond the initial store visit and purchase.

The result was a more structured Shopify storefront designed to help customers understand the products, navigate the catalogue, and move through the shopping journey with greater clarity.

The multi-device presentation makes the shopping journey easy to read at a glance, especially the consistent product framing across desktop and mobile. I also like the restrained neutral palette—it lets the bag photography carry the brand weight.