lora
F
F
auna
&
Key Areas
Brand Identity Design
Packaging Design
App UX & UI Design
Website Design & UX
Visual & Design Systems
Marketing & Print Design
Product & Packaging Visuals
Art Direction
Cross-Channel Brand Consistency
End-to-End Creative Delivery
Overview
Flora & Fauna is a natural wellness and lifestyle concept bringing together plant-based products, self-care routines and educational content. The brand needed a digital experience that felt calm, credible and easy to explore.
The brief was to help customers move from broad interests to suitable products without relying on technical ingredient knowledge or overwhelming product filters.I led the brand and digital design for Flora & Fauna, delivering a cohesive identity across the app, website, marketing materials, and product packaging.
The project focused on creating a distinctive, nature-inspired visual language that translated seamlessly across digital and physical touchpoints. The final outcome was a unified brand system that strengthened product presentation, improved customer engagement, and ensured consistency across packaging, digital experiences, and marketing assets.
DESIGN PRINCIPLE
“Wellness design should feel supportive, never demanding.”
The Challenge
The catalogue included products that could be organised by type, ingredient, benefit or routine. Presenting all of those choices at once created complex navigation.
Wellness claims also required careful language. The experience needed to inspire confidence without presenting lifestyle products as medical treatment.
The Diagnosis
Research suggested customers often began with a goal such as better sleep, calmer evenings or improved daily routine rather than a specific product name.
Product pages contained rich ingredient information but lacked a clear summary of who the product was for, how it fitted into a routine and what to expect.
The Strategy
The strategy introduced benefit-led and routine-led discovery alongside standard categories. A short recommendation journey helped users narrow choices without pretending to provide medical advice.
Product pages used a layered information model: essential use and suitability first, followed by ingredients, sourcing and deeper educational content.
User Flow & Structure
The primary flow connected a customer goal to a small group of recommended products, then into product comparison and a routine-focused basket.
Users could leave the recommendation path at any time, save a routine and revisit educational content without losing selected products.
Wireframes
Visual Direction
The visual direction used soft natural colour, tactile photography and spacious layouts. Clear typography and neutral information panels protected readability.
Illustration and ingredient imagery supported education, while badges and claims followed consistent evidence and wording rules.
Implementation
The prototype covered benefit discovery, recommendation questions, product pages, routines, educational articles and basket states across mobile and desktop.
Reusable content modules allowed the brand team to create new routines and ingredient stories while maintaining responsible product communication.
Impact
Illustrative portfolio statistics — replace with verified project data before publishing.
+36%
increase in guided product discovery
+20%
more multi-product baskets
−23%
fewer exits from product pages
Key Takeaways
01
Start with customer goals
People often know how they want to feel before they know what to buy.
02
Layer detailed information
Essential decisions should come before ingredients and deeper education.
03
Use responsible claims
Wellness content must inspire without overpromising outcomes.
START WITH THE PROBLEM
Have a product, store or digital experience that needs clearer thinking?
I help SaaS founders, Shopify brands and agencies diagnose friction, design better journeys and deliver interfaces that can actually be built.
UX · PRODUCT · SHOPIFY · DEVELOPMENT
I solve usability problems before they become business problems — connecting UX, product thinking and build-ready delivery.
Available for selected remote projects
© 2026 Steve Roberts / ME&CO. All rights reserved.
MENU
lora
F
F
auna
&
Key Areas
Brand Identity Design
Packaging Design
App UX & UI Design
Website Design & UX
Visual & Design Systems
Marketing & Print Design
Product & Packaging Visuals
Art Direction
Cross-Channel Brand Consistency
End-to-End Creative Delivery
Overview
Flora & Fauna is a natural wellness and lifestyle concept bringing together plant-based products, self-care routines and educational content. The brand needed a digital experience that felt calm, credible and easy to explore.
The brief was to help customers move from broad interests to suitable products without relying on technical ingredient knowledge or overwhelming product filters.I led the brand and digital design for Flora & Fauna, delivering a cohesive identity across the app, website, marketing materials, and product packaging.
The project focused on creating a distinctive, nature-inspired visual language that translated seamlessly across digital and physical touchpoints. The final outcome was a unified brand system that strengthened product presentation, improved customer engagement, and ensured consistency across packaging, digital experiences, and marketing assets.
DESIGN PRINCIPLE
“Wellness design should feel supportive, never demanding.”
The Challenge
The catalogue included products that could be organised by type, ingredient, benefit or routine. Presenting all of those choices at once created complex navigation.
Wellness claims also required careful language. The experience needed to inspire confidence without presenting lifestyle products as medical treatment.
The Diagnosis
Research suggested customers often began with a goal such as better sleep, calmer evenings or improved daily routine rather than a specific product name.
Product pages contained rich ingredient information but lacked a clear summary of who the product was for, how it fitted into a routine and what to expect.
The Strategy
The strategy introduced benefit-led and routine-led discovery alongside standard categories. A short recommendation journey helped users narrow choices without pretending to provide medical advice.
Product pages used a layered information model: essential use and suitability first, followed by ingredients, sourcing and deeper educational content.
User Flow & Structure
The primary flow connected a customer goal to a small group of recommended products, then into product comparison and a routine-focused basket.
Users could leave the recommendation path at any time, save a routine and revisit educational content without losing selected products.
Wireframes
Visual Direction
The visual direction used soft natural colour, tactile photography and spacious layouts. Clear typography and neutral information panels protected readability.
Illustration and ingredient imagery supported education, while badges and claims followed consistent evidence and wording rules.
Implementation
The prototype covered benefit discovery, recommendation questions, product pages, routines, educational articles and basket states across mobile and desktop.
Reusable content modules allowed the brand team to create new routines and ingredient stories while maintaining responsible product communication.
Impact
Illustrative portfolio statistics — replace with verified project data before publishing.
+36%
increase in guided product discovery
+20%
more multi-product baskets
−23%
fewer exits from product pages
Key Takeaways
01
Start with customer goals
People often know how they want to feel before they know what to buy.
02
Layer detailed information
Essential decisions should come before ingredients and deeper education.
03
Use responsible claims
Wellness content must inspire without overpromising outcomes.
START WITH THE PROBLEM
Have a product, store or digital experience that needs clearer thinking?
I help SaaS founders, Shopify brands and agencies diagnose friction, design better journeys and deliver interfaces that can actually be built.
UX · PRODUCT · SHOPIFY · DEVELOPMENT
I solve usability problems before they become business problems — connecting UX, product thinking and build-ready delivery.
Available for selected remote projects
© 2026 Steve Roberts / ME&CO. All rights reserved.
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