Goldilocks

As Goldilocks prepared for their US launch, they wanted to establish a digital presence that celebrated their playful, bold identity within the increasingly crowded healthy alcohol alternative space. Moving away from the muted aesthetics typical of the category, the goal was to create a high-energy experience that prioritized fun and flavour.

My strategy focused on developing a comprehensive digital version of the brand using their print guidelines as a foundation. By translating their vibrant physical assets into a "digital-first" system, I created an immersive website characterized by bold typography, lively color blocks, and engaging product storytelling. The result was a platform that successfully differentiated Goldilocks as a unique, spirited alternative to traditional functional beverages.

I led the end-to-end design of the website, from initial layout explorations to the creation of custom digital UI elements. I also collaborated closely with the development team to ensure the transition from design to launch was seamless and technically sound. Since the launch, the site has acted as the primary engine for their US expansion, effectively capturing a new audience through an interface that is as accessible as it is playful.