Florelia is a same-day flower delivery service. I designed the full marketing and shop-entry experience across desktop, tablet and mobile — a single responsive system rather than three separate layouts.

The problem Flower buying is emotional and time-pressured. People arrive knowing the occasion, not the product. Most florist sites organise around flower type, which forces the buyer to translate "my mom's birthday" into "gerbera vs. lily." The design had to remove that translation step and make trust legible fast, since the buyer never sees the product before it reaches someone they care about.

Approach-

Occasion-first navigation. The primary browse module is Shop by Mood — Birthday, Anniversary, Wedding, Sympathy, Just Because — with arrangement counts so the path feels stocked, not empty.

Trust surfaced early and repeatedly. Delivery window, satisfaction rate, and review score sit inside the hero, then recur as a proof band and named regional testimonials further down.

A warm, editorial visual language. Deep forest green and blush against off-white, with a serif/italic pairing in the headlines to carry the emotional register a typical e-commerce sans would flatten.

Product cards built to compare. Consistent category tag, name, one-line composition note, and strikethrough pricing so scanning four options takes seconds.

Responsive behaviour- The desktop four-up product grid becomes two-up on tablet and single-column on mobile. The hero stat row reflows from a single line to a 2+1 arrangement, and the five-column footer collapses to stacked groups. Nav condenses to a menu trigger while the cart stays persistent.

Outcome A complete, build-ready homepage system with defined breakpoints, a reusable card and section pattern, and a consistent type and colour scale.