I handled the full design system: web, mobile, and UI/UX from scratch in Figma. The visual direction leaned into warmth and nostalgia without tipping into retro gimmick. Every section was mapped to a specific emotional beat — the hero had to hook instantly, the product breakdown had to build desire, and the checkout flow had to remove friction completely. Mobile-first thinking ran through every decision because that's where the majority of their audience was landing.