FranklyNumb™ Brand and E-Commerce Design
FranklyNumb™ required building a complete brand and product system from the ground up for a new, FDA-approved tattoo numbing cream. While the founders understood their audience and had initial preferences for fonts and color, no cohesive brand or product system existed. I was selected for my design aesthetic and familiarity with the tattoo industry to define a clear, scalable visual direction.
I led the brand system design and created the e-commerce user interface for a Shopify-based store, alongside product, packaging, and merchandise design to support launch. As the product evolved during the FDA approval process—from a single packet to a three-step system—all designs were updated in parallel and delivered as a unified system for handoff to a custom Shopify developer.
My Role:
Lead Designer (Brand, UI, and Digital Design)
Responsibilities:
UX/UI Design • Information Architecture • Brand Systems • E-Commerce UI • Product & Packaging Design
Deliverables:
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Complete brand guidelines for FranklyNumb™
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E-commerce UI designs for a Shopify-based store
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Product branding and logo design for the F’Kit product line
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Packaging and merchandise design
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Social media graphics and paid advertising assets
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Design handoff documentation for a custom Shopify developer
Project Challenges
Building a Brand from Scratch
FranklyNumb™ launched without an existing brand system. While the founders knew their audience and had initial preferences, the brand needed a cohesive visual direction that could support products, packaging, e-commerce, and marketing from day one.
Product Changes During FDA Approval
The product evolved during the FDA approval process, shifting from a single packet to a three-step system. Branding, packaging, and the website had to be updated in parallel to reflect these changes without breaking consistency or delaying launch.
Coordinating Brand, Packaging, and E-Commerce
All brand assets needed to work together across physical packaging, digital storefronts, and marketing materials. Designs had to remain clear, usable, and scalable while being handed off accurately to a custom Shopify developer.
My Approach
I approached the project by defining a clear brand system first, before designing individual assets. This ensured the visual direction could scale across packaging, the online store, and marketing as the product launched.
Once the brand direction was established, I designed the Shopify user interface with a focus on clarity, product hierarchy, and usability. All layouts, components, and interface states were defined in Adobe XD to support a clean handoff and consistent implementation.
During the regulatory approval process, changes to the product packaging required visual updates. I adjusted the packaging designs while keeping the brand system and website experience consistent. Final designs were delivered as a unified system and handed off to a custom Shopify developer for build.
The Process
Brand Definition
I began by creating a brand system that established visual direction, tone, and consistency. This provided a stable foundation for all product, packaging, and digital work that followed.
Interface and Product Design
With the brand system in place, I designed the Shopify user interface and product layouts, defining components, page structures, and visual hierarchy. Packaging and merchandise designs were developed alongside the website to ensure consistency across physical and digital touchpoints.
Refinement and Handoff
As packaging details changed during the approval process, designs were updated without disrupting the overall brand system. Final assets and interface designs were prepared for handoff and delivered to a custom Shopify developer for implementation.
Style Guide
A complete brand style guide was created before development to define color, typography, spacing, icon usage, and layout rules. This established a clear visual direction and ensured consistency across packaging, the online store, merchandise, and marketing materials as the brand launched and evolved.
Color System
The color system was designed to support strong contrast, product visibility, and brand recognition across digital and physical applications, including packaging, e-commerce, and promotional assets.
Typography
Typography was selected to reflect the brand’s tone while remaining clean and readable across packaging, web, and marketing use. The system supports consistency across digital and print applications.
The Shopify storefront was designed for clarity and conversion, with a consistent page structure and repeatable components. Product cards, pricing blocks, step-based product visuals, and calls to action were standardized so every page felt familiar and easy to use. This system supported fast updates and scalable campaigns without breaking the brand.
Results
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Established a complete brand and product system where none previously existed
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Enabled the launch of the first Food and Drug Administration–approved tattoo numbing cream
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Created visual consistency across packaging, e-commerce, merchandise, and marketing assets
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Supported a transition from a single product to a multi-step system without fragmenting the brand
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Delivered a scalable design system that allowed the brand to expand products, campaigns, and merchandise