Built with Framer
The whole project in one look.
ARVEN makes two backpacks for people who live between the city and the mountains. Trail 45L is for the week. Expedition 55L is for long trips and serious terrain. ARVEN had the product. I built the brand, and every image and page that sells it.
The brand, the product and the store, from one system.
The Setup
Two packs, a brand that had to start from zero and a buyer who compares listings on the same screen. The work covered the identity, the product images, the page content on Amazon and the store, all drawn from one system.
The Tension
In a store, people feel the fabric and open the zipper. Online, they get an image. If the image does not show the size, the fit or how the pack sits on the body, the buyer moves to the next listing. A pretty image that answers nothing is the same as no image.
The Decision
I started with the brand, not with prompts. Then every image got a job before it was made: main image on white, core benefit, details and specs, fit, lifestyle, comparison and what comes in the box. Same seven jobs for both packs, so they read as one collection.
I avoided the usual hiker on a summit at sunset and kept the scenes closer to where the buyer lives. Scenes were made in Magnific, and the vector logo goes on top so the symbol stays exact.
Seven jobs for seven images, for both packs.
The System
A mountain A over a serif wordmark, in two greens. A six-color palette led by Forest Green and Deep Green, and three typefaces with one job each: Cinzel for headlines, Inter for text, JetBrains Mono for numbers and labels. Guidelines in English and Portuguese, and a Figma library with variables, styles and components, square corners and an 8 px grid.
The brand system in motion.
The mountain A, built to hold at any size.
Four logo versions, six colors, three typefaces.
The brand in the world
The shipping box, hang tag and inner label carry the same logo file and the same two greens. The same system runs the store sign, stationery, an embroidered patch and merchandise.
The same two greens on every piece.
The Product
Fourteen marketplace images, seven per pack, made with AI instead of a photo shoot. Studio front, side and back, the pack on the body for scale, and the details up close.
Trail 45L and Expedition 55L, one collection.
Packshots on white for both packs.
On the body for scale and fit, details up close.
The Launch
Static ads in three formats with three openings: product formula, brand proof and a technical spec sheet. A 10-page lookbook, a launch email and a bus shelter mockup carry the same idea.
Launch scenes between the city and the mountains.
Three ad openings, one voice.
The brand on a city bus shelter.
The Store and Amazon
A product page built for the phone in Framer, with the pack selector, price and Notify me above the fold. Products live in a CMS mapped to Shopify fields. On Amazon: seven A+ Premium modules, a Brand Story and a Brand Store with a home page and one page per pack, on desktop and mobile.
The product page, built for the phone.
The store on a laptop and a phone.
An A+ Premium module and Brand Store pages.
What's in the box
Brand guidelines in English and Portuguese. A Figma library. 14 marketplace images. 7 A+ Premium modules. A Brand Store with 3 pages, on desktop and mobile. 3 static ads in 3 formats. A 10-page lookbook. A launch email. A Framer store ready for Shopify.
Everything delivered for ARVEN.
The Takeaway
A brand that sells online is made of images that each answer one question. Decide the question first, then make the image.
Two packs on the stone, one brand.
1 like · 4 views · Nov 3, 2026
Brand identity, 14 Amazon listing images, A+ Premium, Brand Store and a mobile-first Framer store for Shopify, for a DTC backpack brand.
