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SoulOne

Brand direction and an interactive e-commerce website concept for an Armenian gluten-free bakery

From May to October 2025, I worked with SoulOne as Web Designer and Product Owner, as part of its founding team. The bakery was already making gluten-free cakes and dessert balls and supplying several cafés.

I designed the website and its interactive Figma prototypes, and set the colour palette, typography, tone of voice, website copy and social-media visuals. The website stayed a concept: it was not built or launched, and the business later stopped trading.

Role:
Web DesignerProduct Owner
Scope:
Brand directionWebsite UX/UI conceptInteractive prototypesWeb copySocial visuals
Team:
Founding team, with the bakery’s owner
Tools:
Figma

What the work involved

SoulOne already had products and customers. It needed a coherent identity, a clear voice and an online presentation to match.

  1. Context

    An existing bakery - not a business started from zero - with gluten-free cakes and dessert balls already supplied to cafés.

    The task: a more coherent visual identity, tone of voice and online product presentation, and a website concept.

  2. Brand foundations

    Tone of voice, colour palette and typography, set first so every later screen and post drew on them.

  3. Messaging

    Website messaging and product copy, written in that voice.

  4. The homepage

    Product ranges, the brand story, product benefits and calls to action.

    Cakes and dessert balls side by side, with a Build Your Box concept.

  5. Product pages

    Detail views with imagery, price, quantities, ingredients, nutrition and allergens, and related products.

  6. Prototype and social

    Interactive Figma prototypes for product image states and transitions, and visuals for social media.

    An alternative logo was explored too; the original logo was kept.

  7. What changed

    • A visual direction: palette, typography and tone of voice
    • A complete website UI concept, with interactive prototypes
    • Website copy and social creative

    The website itself was not built or launched, so there are no sales or conversion figures to report.

  8. What this shows

    • Range beyond screens: brand direction, UX/UI, product communication and prototyping
    • Product involvement in an existing business, not only its visuals

What the designs prioritise

The choices that run through the concept.

  • Food first

    Photography of the cakes leads every page.

  • An easy range

    Cakes and dessert balls stay simple to browse.

  • Details in reach

    Ingredients and product details are easy to find.

  • One voice

    Colour, typography and tone stay consistent.

  • Shown, not described

    Commerce interactions are visible in the prototype.

In detail

Design problems, and the solutions the concept proposes.

1. A disconnected brand

The bakery’s presentation didn’t hang together.

A defined palette, typography and tone of voice gave every touchpoint the same footing.

2. Two ranges, one shop

Cakes and dessert balls needed to sit side by side.

Structured homepage and product sections, and a Build Your Box concept, bring them together.

3. Explaining each product

Detailed product pages with imagery, price, ingredients, allergens and related items.

4. Interactions before development

Figma prototype states and transitions show how the site would behave, before any of it is built.

5. The logo

I designed an alternative logo; the owner chose to keep the existing one.

Have something similar in mind?

Tell me what you’re building. I reply within 2 business days.

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