The Bagel Bakery
DELIVERABLES
30
1
1
1
SEO
THE PROBLEM
The business needed an eCommerce website capable of handling D2C and B2B ordering, without compromising the core focus on wholesale relationships. Additionally, their existing brand identity and messaging were dated and not well-aligned with the more premium retailers and business buyers they wanted to attract. Key constraints included: Limited budget for early-stage growth Need for scalable website infrastructure Requirement for flexible order workflows (e.g., build-a-box & custom fields)
MY SOLUTION
I delivered a full brand refresh and a new eCommerce website, designed around wholesale-first messaging with room for future D2C expansion.
Brand & Strategy
- Conducted competitor and audience research
- Developed new brand guidelines, colour system, tone-of-voice principles, and visual assets
- Retained the original logo at the client’s request but modernised all other brand elements
Website & Experience
- Designed UX architecture using user goals + business goals + card sorting
- Created low-fidelity wireframes using Relume AI, then final UI in Figma
- Built the full 30-page site in Webflow, then converted to Shopify for long-term scalability using Udesly/Liquify
- Reorganised site structure midway when the business paused D2C launch, without disrupting wholesale workflows
Website & Experience
- 30-page eCommerce website
- Full brand guidelines
- Price list / sales asset design
- Ongoing consulting on brand & marketing positioning
Tools Used
Figma · Webflow · Shopify (via Udesly) · Relume · Photoshop · Illustrator · InDesign · Lightroom · Unsplash+ · UberSuggest
