What didn't make it
Two directions were live options before this one, worth naming because of why they died, not just that they did.
Aggressively natural, all-green identity
REJECTED
Solves for "safe" the same way, just with a different palette; still fails to signal that this brand thought differently.
Clinical-white, science-forward layout
REJECTED
Signals safety by looking like every pharma-adjacent wellness site already does; forgettable by design.
The insight that survived
Feeling comes first, science earns its place further down the page. That sequencing became the site's information architecture, not a stylistic choice layered on top of it.
01
Ideation
LOFI - HIFI
B. CONSISTENCY WITHOUT REPETITION
LoFi - HiFi
The low-fidelity layout locked the section sequence early: hero, category grid, shop by need, lifestyle imagery, science, blogs. That structure never changed. What changed was hierarchy and atmosphere. In lo-fi, the science section carried the same visual weight as everything above it, just another content block. In the final build, it's the densest part of the page, ingredient cards, mechanism text, product photography, but by the time a visitor reaches it, they've absorbed enough brand warmth that density reads as depth, not as a wall of information to get through.
Consistency without repetition
Every product category needed to carry the same underlying system without ever feeling identical. Sleep pages had to feel slower. Stress pages had to feel more grounded. The layout breathes differently depending on what it's selling, without switching design languages between SKUs.
01
Radius Hierarchy
02
Buttons
03
Cards
04
Layout
Reflections
Somma solved for sequencing, earning trust before asking for belief. What it doesn't yet solve for is proof at scale: the site is built to feel considered on a first visit, but it has no mechanism yet for showing a returning visitor that other people trusted it too, no social proof surfaced at the moments of highest hesitation, right before add-to-cart. If I revisited this, that's the next problem: not more content, but the right signal at the point of doubt. A category this skeptical earns trust one visitor at a time; the design should carry evidence of that, not just the promise of it.