I designed and built Capora Flavorings’ first-ever web presence, evolving a minimal existing brand into a refined, flexible digital system. From strategy and user journey to visual design, build, and art direction, the site positions Capora as a credible, creative competitor in a legacy-driven category.

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Capora Flavorings had no direct web presence prior to this project, aside from product listings on third-party retailers, which meant the brand lacked a centralized place to tell its story, showcase its products, or compete visually with long-established players in the space. Starting entirely from scratch, I used Capora’s existing packaging as the foundation for the digital experience. Rather than rebranding, the goal was to thoughtfully evolve the brand, extending a very minimal set of existing elements into a flexible, elevated system built for the web. This included expanding the color palette, refining and systemizing typography to align with existing packaging, and introducing supporting elements like patterns, motion, and interaction design.

Visually, the site was designed to feel elegant, simple, and timeless, drawing inspiration from Italian culture, café environments, and the intersection of modern restraint and classic sensibility. A key objective was to position Capora as a credible, affordable alternative to century-old competitors like Monin, Torani, Hershey, and Ghirardelli, while avoiding the overly industrial or transactional feel common in the category. The experience was intentionally crafted to inspire creativity and exploration, something largely missing from competitor sites, while still supporting leadership’s primary goal of driving product sales.

From a strategic standpoint, I researched competitors, studied target personas, and mapped a full user journey that balanced brand storytelling with practical product discovery. I led the wireframing, visual design, and final build of the site, developing the entire experience using the evolved brand system. To support different customer needs and shopping behaviors, the site includes multiple product discovery paths based on product type and flavor, making it easier for users to find what they’re looking for without friction.

In addition to web design and brand evolution, I served in an art direction role across photography, video, and 3D assets, collaborating closely with internal creative teams to ensure visual consistency and cohesion. This included defining direction, providing specs, and aligning assets with the overall design vision. The project required navigating real-world constraints such as legacy visuals, tight timelines, and limited interest in marketing-driven features, while still delivering a polished, competitive experience. The final result is a confident, modern web presence that gives Capora a strong foundation for growth and positions the brand as a serious contender in a crowded, legacy-driven market.