Memory Scent | Brand & E-commerce Website
Role: Brand & Web Designer
Context: Live Business / Client Project
Tools: Figma, Shopify, Adobe Creative Suite
Focus: Branding, e-commerce, UX, web design
Memory Scent is a candle brand centred around emotional connection and storytelling.
I was responsible for the end-to-end brand identity and e-commerce website design, from initial concept through to launch.
The project focused on creating a calm, emotive digital experience that balanced brand storytelling with a clear, intuitive shopping journey.
Developed the brand identity, tone of voice, and visual direction
Designed the e-commerce website with a focus on usability and clarity
Structured product pages to support browsing, comparison, and purchase
Designed mobile-first layouts to ensure accessibility across devices
Built and launched the live website using Squarespace
My Role
The main challenge was to translate an emotionally led brand concept into a functional e-commerce experience. The website needed to feel authentic, while remaining easy to navigate, accessible, and conversion-focused.
As a new brand, it was also important to establish trust through clear content structure, product information, and a straightforward purchasing flow.
The Challenge
The brand is rooted in emotion and memory, so the visual identity needed to feel soft, calm, and personal. This informed decisions around typography, spacing, colour palette, and imagery.
I prioritised clarity and simplicity, to ensure the navigation, product discovery, and checkout flows were intuitive and free from unnecessary friction.
Brand & User Considerations
The website was designed mobile-first, recognising that users are most likely to discover and shop the brand on smaller devices. Layouts were structured with clear hierarchy, plenty of white space, and accessible typography to support readability.
Product pages focus on storytelling alongside key information such as scent notes, pricing, and delivery details, helping users make confident purchasing decisions.
Website Design & UX
Accessibility & Usability
Accessibility was considered throughout the design process, particularly in relation to contrast, font sizing, spacing, and clear content hierarchy. These considerations helped ensure the site is usable and welcoming for a wide range of users.
Outcomes & Learnings
The website successfully launched as a live e-commerce platform, providing Memory Scent with a cohesive brand presence and a clear, user-friendly shopping experience. The project strengthened my understanding of designing for both emotional engagement and commercial outcomes within a digital context.
If developed further, I would explore usability testing to better understand user behaviour within the product and checkout flows, and refine the experience based on insights. I would also look to expand the brand’s digital presence through content-led storytelling and email marketing journeys.
Reflection