THIC Desserts makes handcrafted, real-ingredient cookies, and the brand was growing faster than the website supporting it. The existing site had been built for a smaller range and a smaller order volume, and the product architecture no longer matched how the business actually sold.
The redesign had two jobs: give the brand a presentation that matches the product, and rebuild the commerce layer underneath it so the range can expand without another rebuild.
We started from the product taxonomy rather than the homepage, because the structural problem was going to outlast any visual refresh.
We worked through the existing catalogue and order patterns to establish how the range should be grouped, what belongs on a collection page versus a product page, and where customers were dropping out of the current flow.
Wireframes focused on the path from a social-led first visit to checkout — short, image-forward, and legible on a phone, since that is where most of this audience arrives.
The visual direction pairs a soft pastel palette with a confident display face, so the packaging and the site read as the same brand. Product photography carries the page; chrome stays out of the way.
Rebuilt on WordPress with a restructured e-commerce architecture, and launched with SEO groundwork so category and product pages are indexable and descriptive rather than dependent on paid social alone.
