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Nubian Markets is a halal grocery, a butchery, a cafe and a gathering space in Nubian Square, Roxbury. Four real reasons to walk in. The old site treated them as one undifferentiated block, so the things people actually arrive for were buried below the fold.
The goal. Make those four reasons legible in the first screen without turning the homepage into a directory listing.
The approach. I rebuilt it on a brand system rather than a set of pages. One set of rules for type, colour, spacing and motif, applied consistently, so the grocery, the butchery, the cafe and the gathering space read as parts of the same place rather than four sites stapled together. That is the difference between a redesign that holds up and one that drifts the moment someone else adds a page.
The part that took longest was restraint. A market with this much going on invites you to show everything at once. Most of the work was deciding what the first screen does not say.
Built in Next.js on Vercel.
That framing is exactly right. Four offerings buried under one block of undifferentiated text is a UX problem masquerading as a content problem. The brand system fix is the right call.
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I built the Smooch brand from the ground up, strategy, identity, wordmark, colour world. The can was the last piece, the moment it finally became something real.
The brief: a packaging system that scales. One hero flavour today, a full range tomorrow, no rebuild required.
First problem, the logo. Smooch's bold wordmark has a curve underneath it that dies at full width on a can, and angling it across felt gimmicky, not confident. So I turned it vertical instead, running the full height, full scale.
Colour had to carry the brand and split the flavours at once. Deep burgundy anchors it, red punches through the wordmark, and each flavour gets its own accent, blush, gold, peach.
No fruit photography. Instead, a graphic starburst holding a simple illustrated fruit, ownable and ready for whatever flavour comes next.
The back label carried ingredients, actives, and every mandatory without losing the premium tone.
Going vertical also quietly solved the shelf problem: cans sit in a fridge door at a slight angle and a horizontal wordmark rotates out of legibility, whereas a full-height one still reads from either side. Curious whether the starburst has a fixed point count across flavours or...
A few highlights from part of my fav projects I’ve worked on over the past few years. Some of them are brand identity, some websites+brand identity products.
Different industries and different stages, but the goal was always the same: build crispy, flexible visual systems that scale cleanly from screens to physical materials.
Watching the best design of the day.