Three complete concept studies showing how positioning, customer journeys and frontend implementation become one coherent experience.
Project dossiers03 studies
From brief to build.
Three concept projects, developed as complete brand worlds rather than isolated screens.
01 Café identity & digital experience
Concept case study · 2026
FOS.
A neighbourhood café made to feel like the best part of the morning.
Digital atmosphereWarmth · Energy · Familiarity
The assignment
Create an identity and one-page website for an independent Ghent café that feels welcoming from the first glance and turns local discovery into an in-person visit.
Audience
Students, neighbours and city visitors
Role
Strategy, identity, copy, UI and frontend
Primary action
View the menu and get directions
Format
Responsive one-page website
The challenge
Be distinctive without becoming exclusive.
Many café websites either disappear into soft beige sameness or become so design-led that basic information is difficult to find. FOS needed personality, but also immediate clarity around food, hours and location.
The response
Editorial warmth with practical momentum.
Oversized serif headlines create character while bright cobalt details, compact labels and direct calls to action keep the experience lively. The page moves naturally from atmosphere to menu to visit information.
OatFOS blueWarm redRoast
NewsreaderCharacter with an easy rhythm
GOOD COFFEE NO RUSH.
Key decisions
01
Lead with a feeling
“Come for the good part” communicates the emotional promise before explaining the menu.
02
Make utility visible
Live opening status, prices, address and directions remove the small frictions that cost visits.
03
Build a reusable voice
Short, warm phrases give future menus, posters and social posts a consistent starting point.
02 Restaurant identity & reservation journey
Concept case study · 2026
KINU季縫
A quiet digital expression of contemporary Japanese dining.
Position a contemporary Japanese restaurant in Ghent as refined and culturally considered, then carry that atmosphere through menu discovery and a focused reservation journey.
Audience
Design-aware diners and special occasions
Role
Strategy, art direction, copy, UI and frontend
Primary action
Understand the menu and reserve a table
Format
Responsive site with reservation flow
The challenge
Express Japanese influence without visual cliché.
The identity needed to avoid the familiar shorthand of lanterns, brush textures and decorative symbols. It also had to make restraint feel intentional—not unfinished—and keep the practical booking path obvious.
The response
Let rhythm, seasonality and detail carry the story.
A paper-toned canvas, Didot typography, fine rules and carefully placed Japanese text create a composed editorial system. One vermillion seal provides orientation while generous space slows the pace.
WashiSumiSealStone
GFS DidotMeasured, elegant contrast
季節を、 一皿に。
Key decisions
01
Build around the season
The “Haru” menu and scroll marker make seasonality part of the interface, not just the copy.
02
Show one plate properly
A single signature dish receives space, origin and preparation detail to signal the kitchen’s standards.
03
Protect the final action
A focused modal keeps reservation details clear without sending guests into a visually unrelated experience.
03 Fragrance identity & e-commerce experience
Concept case study · 2026
SILLAGENº7
An olfactory archive that makes an invisible product feel precise, material and collectible.
Olfactory archive / Plate 01Mineral · Memory · Material
The assignment
Create a distinctive identity and e-commerce concept for an independent Brussels fragrance house, then help customers understand scent, compare compositions and choose a lower-commitment way to begin.
Audience
Fragrance collectors and design-conscious gift buyers
Role
Strategy, identity, art direction, copy, UX and frontend
Primary action
Explore a fragrance and add it to the cart
Format
Responsive concept store with discovery-set builder
The challenge
Translate scent without falling back on vague luxury language.
Fragrance is invisible and intensely personal. A screen cannot provide the final sensory proof, so the experience had to make each composition understandable while retaining mystery—and keep the commercial path clear inside a highly editorial world.
The response
Treat every perfume as a filed study of place and memory.
A numbered archive gives the collection a usable structure. Material photography, note hierarchies, concentration details and restrained mono labels make each fragrance feel documented, while warm paper and oxide accents prevent the system from becoming clinical.
Archive paperWet mineralOxideBinding cloth
ItalianaAtmospheric contrast, precisely filed
RAIN ON STONE.
Key decisions
01
Organise desire as an archive
Numbers, plates and dossiers create a repeatable system for products, packaging and future releases without making the collection feel generic.
02
Make notes navigable
Family filters and an interactive scent index turn abstract ingredients into practical ways to browse and compare the collection.
03
Offer a smaller first commitment
A build-your-own discovery set acknowledges that scent needs to be experienced on skin and gives hesitant customers a credible next step.
Beyond the website04
One identity. Every touchpoint.
A brand should still feel like itself when the screen ends. These concept systems show how the same visual thinking extends into print, in-store communication and campaigns.
