Visual Identity & Web Design
Feesh the Label is a niche independent jewelry brand based in Santa Cruz, where every piece is hand-melted and torch-shaped from glass. Working closely with the founder, I developed a cohesive brand system and digital storefront designed to translate the tactile, organic nature of her craft into a refined digital-first environment.
The result was a visual identity that reflects the organic shapes and natural elements of the glass and coastal setting, and an online store that lets the products shine and create a calm environment for customers to look around in.
Visual Identity
The visual identity consists of a logo suite, brand colors, and typography curation. The logo suite consists of a primary logo, brandmark, and a stamp version for hand embossing of the client’s custom packaging.
The logo design centers around soft shapes and a continuous flow of lines. The primary logo is based on a serif font that was customized by extending and softening the strokes, mirroring the terminals of the f and h, as a visual reference to molten glass or water drops, and the two e’s hint at the shape of fish – the inspiration for the brand name.
The brand colors are flirty yet balanced with vibrant, high-chroma accents that mirror the jewelry’s glow, paired with grounded, desaturated tones inspired by the California coastline.
To complete the system, I curated brand typography that extends this sense of softness to the entire digital experience. By selecting typefaces that mirror the open organic curves and lack of harsh edges of the logo, the text remains highly readable and modern, ensuring a consistent and approachable voice across all the brand’s touchpoints.
Web Design
In collaboration with the client, I led the redesign and migration from Square to Shopify to establish a scalable e-commerce foundation. The goal was to support the brand's growing demand while maintaining the intimate, editorial feel of an independent studio.
The UI follows a clear visual hierarchy, intentionally stepping back to let the product photography drive the brand story. This approach ensures a low-friction path to discovery, guiding visitors naturally through the shop while honoring the jewelry’s high artistic quality and reducing cognitive load during the shopping experience.