Ashley's Antojitos

I partnered with Ashley to establish a complete visual identity system, developing a strategic color palette rooted in authentic dessert ingredients, selecting typography, and designing all digital and print materials. I built the mobile-first landing page in Webflow and created business cards, menus, and pop-up signage to bring the brand to life across all touchpoints.

Working with Ashley, I learned her immediate need was building awareness for pop-up events. She didn't need e-commerce, she needed a mobile-friendly landing page that told her story, showcased her desserts, and made it easy for customers to find her at markets and follow on social media. Her goals were to build brand recognition in Grand Rapids, drive traffic to pop-ups, and establish an online presence for future growth.

At Grand Rapids markets, most vendors had minimal branding, Canva templates or handmade signs. Professional presentation was rare. This informed both the website design and the supporting print materials (business cards, menus, signage) that needed to work together at Ashley's pop-up table to create a cohesive brand experience.

Ashley needed a web presence that worked for her current business model, pop-up vendor building toward a future storefront, not an expensive e-commerce site. The landing page had to work hard on mobile (where most discovery happens) with seamless ordering that kept users on-site, unlike competitors who relied on Google Forms or external Jotform links. Both the website and print materials needed to feel authentic and professional to build trust with a new audience.

Rather than choosing colors arbitrarily, I tied the palette directly to the ingredients that make Ashley's desserts authentic. Each color references a specific element customers would recognize from her menu, creating an immediate connection between brand and product.

I paired Caraque Bold Melted for headlines with Tenon Bold for body text and UI elements. Caraque's rounded, playful letterforms bring warmth and personality to large display moments like the website hero and menu titles, while Tenon's clean geometry ensures readability at smaller sizes across business cards, signage, and web copy. Together they create an approachable yet professional tone that works across digital and print applications.

Ashley needed a simple, single-page landing experience optimized for mobile discovery. I structured the site as a scrolling narrative that prioritizes products first, then builds trust through story and social proof.

This flow follows a strategic sequence: grab attention (Hero), show the product (Featured + Menu), build trust (About + Reviews), address concerns (FAQs), then convert (Order). By leading with desserts rather than brand story, I prioritized what customers care about first, seeing what they can order. The About section comes after they're already interested, creating a natural discovery of Ashley's authentic story.

Since most traffic comes from mobile (Instagram, word-of-mouth), the single-page approach eliminates navigation friction while still providing clear sections for scannability and a persistent nav for easy jumping between sections.

I built a comprehensive design system in Figma with 20+ text styles, reusable components, and color variables. This ensured consistency across all pages and made the design scalable as Ashley's business grows. The type scale ranges from large display text (112px) to small captions (13px), with responsive sizing for desktop, tablet, and mobile.

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Using Figma's component variants and auto-layout, I created a library of reusable elements, including buttons, form fields, and menu cards, that maintain brand consistency while allowing flexibility for future content updates. This systematic approach also streamlined development, as every element had clear specifications for Webflow implementation.

I explored two hero approaches: one with text positioned left and a single large dessert image, and another with centered text surrounded by multiple product photos. After testing both concepts with potential customers, the centered multi-image layout won decisively. Users found it more engaging and appreciated seeing variety immediately rather than focusing on one large photo.

I designed for desktop first to establish the full visual system, then optimized for tablet and mobile throughout both design and development. Since most customers discover Ashley on their phones through Instagram and word-of-mouth, mobile experience was a priority. Every breakpoint was carefully considered to ensure generous touch targets, readable text, and intuitive navigation.

Unlike competitors who redirect to Google Forms or Jotform, I built the order form directly into the page using Webflow's native form functionality. This keeps users on-site, maintains brand consistency, and reduces ordering friction. The form includes dynamic multi-item selection (customers can order multiple desserts in one submission) with clear validation and mobile-optimized input types.

The copy emphasizes product quality and visual appeal over extensive storytelling. Ashley's expertise in authentic Mexican desserts is established clearly, then the site lets product photography and customer reviews build confidence and drive orders.

I built the site in Webflow with CMS collections for Featured Items, Menu, Reviews, and Instagram Highlights, giving Ashley content control. Custom JavaScript (developed with Claude AI assistance) handles pricing dropdowns, infinite scrolling reviews, FAQ toggles, mobile menu, and multi-item order form logic.
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Soft launch testing with 18 respondents (from 30 invited) revealed strong positive response:

I debugged the scroll issue with Claude, implementing a pre-scroll solution to trigger animations before section jumps. I optimized JavaScript, removed ReCaptcha (keeping only Turnstile), which dramatically improved loading. I rebuilt the order form for multiple items with custom order summary and simplified animations to opacity-only effects.

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The site achieves 84 mobile speed with 2.3s First Contentful Paint. All images are AVIF format with lazy loading enabled, maintaining strong usability metrics (0.085 CLS, 40ms blocking time)

The site launched February 8th following a successful soft launch with 30 testers.

Within 30 days, it generated:

This project accelerated my AI workflow integration for both design (layout exploration, color systems, design systems) and development (CMS setup, component building, optimization). I'm most proud of achieving 84 mobile speed despite CMS-heavy content and a 40-item menu, the ingredient-based color palette, and the integrated multi-item order form.

Using Figma's component variants and auto-layout, I created a library of reusable elements, including buttons, form fields, and menu cards, that maintain brand consistency while allowing flexibility for future content updates. This systematic approach also streamlined development, as every element had clear specifications for Webflow implementation.

I continue working with Ashley monthly on menu updates and marketing strategy. Future optimization includes exploring multi-page structure for improved conversion and revisiting landing page section hierarchy.