Website redesign concept
Bella Goose Coffee
A website redesign for Bella Goose Coffee, a Wisconsin-based coffee brand with a commitment to quality, community, and human freedom.
Role: Art direction, UX/UI design, visual concept development, prototyping
Tools: Figma, Adobe Illustrator
Focus: E-commerce experience, web design, brand storytelling
Concept
Bella Goose already had a solid brand identity, so the challenge wasn't to reinvent it, but to bring its personality and purpose into a more cohesive digital experience.
I explored two creative directions before developing Coffee for Community. The concept connects the everyday ritual of drinking coffee with something bigger: supporting human freedom and building community.
COFFEE FOR COMMUNITY.
A small ritual can be part of something bigger. When you choose Bella Goose, your everyday cup of coffee becomes a way to stand for human freedom and help build stronger communities. Good coffee can bring people together and your choice can help create opportunities beyond the café.
Visually, I wanted the website to feel warm, intentional, and expressive without falling into the familiar bright colors and playful illustrations often seen in food branding. I built the direction around a warm, earthy palette, editorial photography, and organic shapes inspired by the curves of the Bella Goose logo. Flowing lines connect different sections, reinforcing the idea that coffee can bring people and stories together.
Beyond the visual design, I focused on improving the shopping experience through clearer product selection, more breathing room, stronger contrast, and a more readable cart layout.
Hero section with dropdown menu
Product promotion hero
Homepage
Product category page
Product page
Cart page