Food and Beverages • Product Design
An end-to-end company site for a growing multi-concept patisserie brand, bringing scattered products and brand story into one digital home.
Bloomery Patisserie started as a specialized patisserie brand and has since grown into a multi-concept brand with diverse product lines. Despite being active across various delivery platforms, they had no unified digital home — making it hard for customers to explore the full brand or find their way to existing sales channels. I was brought in to design their company site end-to-end, from research to final handoff.
The core issue was fragmentation. Bloomery Patisserie's story and products were scattered across platforms, with no single place that brought everything together. New customers discovering the brand had no clear introduction, and loyal customers had no central spot to find the latest launches or offers. The brand had grown significantly, but its digital presence hadn't kept up.
Since Bloomery Patisserie was starting from scratch digitally, my research focused on understanding the brand and benchmarking how other sites structured navigation, storytelling, and conversion flows. Layout inspiration came from a mix of sources beyond direct competitors, including patisserie sites like Levain and several other layout references for how they handled structure and interaction patterns. The visual direction was defined by Bloomery Patisserie's existing design system, so I worked within that framework rather than starting from zero visually.
Three goals shaped most of the decisions: establishing a unified brand identity, making content easy to navigate, and building a clear path toward Bloomery Patisserie's sales channels.
Working within Bloomery Patisserie's existing visual system, I focused my decisions on structure and flow rather than visual style. For information architecture, I organized content so users moved naturally from brand discovery to product exploration to conversion. For the conversion path, I designed clear bridges to their marketplace and WhatsApp channels, keeping the scope realistic while still driving business value. Since the site was being custom-coded from scratch, every layout decision also had to account for technical feasibility.
The site is live in production. The design delivered a complete, multi-page system covering the hero, brand story, product index, and product detail pages, with conversion routed to WhatsApp and marketplace channels via floating channel buttons. By establishing a clear information architecture and a consistent visual identity, Bloomery Patisserie now has a digital home that reflects where the brand actually is, not just where it started.
