Authentic brand through story telling

In 2020, I had the privilege of collaborating with Asha from Mindsy Studio on the website design for this San Diego-based brand, deeply rooted in Mexican culture.

The brand already had an extraordinary foundation

—custom fonts, beautiful handwritten illustrations,

and authentic packaging design that truly brought their story to life.

My role was to translate their bold branding into an engaging digital experience.

The goal? To create a website that broke free from the conventional e-commerce molds.

Instead of sticking to rigid grids and predictable patterns,

we leaned into the brand's vibrant, handmade essence.

The design incorporated organic shapes, playful animations,

and dynamic layouts that echoed the brand’s handcrafted elements.

For instance, buttons were uniquely shaped, animations brought ingredients to life (like chili peppers jumping around!),

and the stunning packaging illustrations became key elements throughout the website.

This project challenged traditional e-commerce norms by blending creative storytelling with functionality—and it was an absolute joy to bring the brand’s energy to the digital world.

Huge credit to the incredible brand strategy and design work from Mindsy Studio,

whose thoughtful strategy and visuals set the stage for this website to truly shine.

Credits: Brand strategy and visual identity by https://www.mindsy.design/

Website design by me.

Live website https://www.cienchiles.com/