bloom co.

Product Branding • UX/UI Design

Duration

1 Month

Graduate Course

Visual Design

Role

UX/UI Designer and Market Researcher

Tools

Figma, Illustrator

Overview

With the growing demand for sustainable and wellness-focused products, we set out to create a brand that seamlessly connects with health-conscious consumers.

Bloom co. is a health-focused tea brand designed to resonate with Millennials and Gen Z, emphasizing sustainability, wellness, and quality.

This project focused on designing a cohesive brand experience through a visually engaging website and complementary social media presence. By conducting market research and analyzing user behavior, we identified audience preferences for minimalist vector imagery, vibrant colors, and interactive interfaces.

Using iterative prototyping and a well-defined design system, we developed a limited high-fidelity website prototype that highlights Bloom Co.’s products, values, and merchandise. The final design delivers an intuitive and engaging user experience tailored to the needs and expectations of the target audience.

Design Process

Empathize

Define

Ideate

Prototype

Test

Through market research, we sought to identify our target audience for bloom co. and analyze current trends in product branding to inform our design decisions. Key findings included:

  • Millennials (ages 30-39) emerged as the leading tea drinkers, with Gen Z following closely behind.

  • Consumers aged 25-34 were identified as one of the most health-conscious demographics, emphasizing wellness in their choices.

  • Branding trends highlighted the increasing use of bright, engaging colors and minimalist vector-style imagery to capture attention.

  • Leading brand websites prioritized creating a fun, interactive, and engaging user experience, focusing on usability and visual appeal.

These insights became the foundation for shaping bloom co.’s design system, ensuring our approach resonated with our audience and reflected industry best practices.

Research

Product Inspiration

Current Tea Packaging

After reviewing our findings, we defined who our target audience would be and identified key components on how we wanted our brand to look and feel.

  • Target Audience: Health-conscious Millennials and Gen Z, who prioritize sustainability and wellness in their purchasing decisions.

  • Design Style: A clean, minimalist aesthetic complemented by engaging vector-style imagery, aimed at creating a visually appealing and easy-to-navigate interface.

  • Brand Values: Quality, sustainability, and wellness—core principles that shape both the brand identity and the overall user experience.

With the overarching goals of our product brand defined, we turned our focus to crafting a cohesive and user-centric experience for our product website. We began by brainstorming how the brand name, packaging, and website could come together to communicate a unified look and feel. Each team member were in charge of designing a unique tea box.

In addition to this process, we iteratively developed a design system that aligned with our target users' expectations and our brand vision. We named our brand bloom co., a name that highlighted freshness and growth, which were key values we wanted to reflect in every part of the user experience.

Analysis and Ideation

Product Packaging

Logo Iterations

As we started designing bloom co.’s website, we recognized the importance of understanding what makes other food product websites successful. After developing our first mid-fidelity prototype, we identified gaps in the design that needed to be addressed to better align with user expectations and brand goals.

Further research uncovered several key insights that informed our design iterations:

  • The use of an engaging hero image to capture attention and establish an emotional connection.

  • Strategic application of colors and subtle micro-animations to create an interactive and visually appealing experience.

  • Highlighting key health benefits to communicate value and relevance to the target audience.

  • Emphasizing core brand values, such as quality and sustainability, to build trust and authenticity.

The creation of our first iteration, combined with insights from additional research, enabled us to define the key sections of the website and determine the most effective ways to present information to our users. This iterative process also allowed us to refine our design system, ensuring it aligned more closely with both our project goals and the needs of our target audience.

Each team member took part of the iterative process of the design which helped us build off of and inspire each other. To make the website more interactive, I designed the micro-animations seen throughout the website to create a fun and engaging experience.

Designing

Building on our initial design, we transitioned into the prototyping phase, creating interactive high-fidelity prototypes. Through iterative design and user-centered refinement, we validated and enhanced the functionality and visual appeal of bloom co.’s website. This process ensured the final design provided a seamless, engaging experience, transforming our ideas into a practical, user-friendly tool tailored to our audience.

Final Prototype

Explore bloom co.

Takeaways

The Importance of Research-Driven Design - Conducting market and design trend research provided valuable insights into user preferences, behaviors, and industry best practices. This information was instrumental in shaping the brand identity and website structure, ensuring alignment with audience expectations.

The Value of Iterative Design - The process of creating mid- and high-fidelity prototypes highlighted the importance of iteration in refining ideas. Each step allowed for the improvement of visual appeal, usability, and alignment with brand values, demonstrating how iterative design is key to creating an engaging user experience.

The Need for User Testing- While the prototypes and design decisions were informed by our initial research, the inability to conduct user testing limited opportunities to validate assumptions and gather direct feedback. In the future, incorporating usability testing into the process will be a priority to ensure the design truly meets user needs and expectations.