Korifu
Brand & Web Experience
Role
Product Designer & Web Developer
Timeline
2024
Platforms
Web
Status
Live — korifu.com
Overview
Korifu is a growing consumer brand that needed a web presence to match its product quality and ambition. The challenge was building something that felt considered and brand-native — not like a template stretched to fit — while staying within the constraints of a lean build.
The Problem
Consumer brands at the early stage often fall into one of two traps online: either an over-designed site that slows everything down, or an under-designed site that makes the brand look unserious. Korifu needed a web presence that positioned the brand confidently without over-spending on complexity.
Constraints
These constraints shaped every design decision:
Brand identity was being defined in parallel with the site — design decisions here would influence brand direction going forward.
Speed and performance were non-negotiable for a consumer audience that will leave if a page takes more than two seconds to load.
The site had to work as both a discovery surface and a conversion channel.
My Role
I designed and developed the full web presence: visual direction, information architecture, product/brand page design, and WordPress development with performance optimisation.
Approach
I started with the brand personality — what does Korifu feel like? — and built the visual language from there. The architecture was kept clean and product-forward: fast-loading, direct, and consistent with where the brand wanted to go.
Key Decisions
Decision 1
Product-Forward Layout
The product itself is the hero. Visual design decisions — background choices, typography weight, spacing — all defer to the product imagery. The brand frames the product rather than competing with it for attention.
Decision 2
Performance as a Design Constraint
Every design decision was tested against load performance. Large images were compressed and lazy-loaded. Animation was used sparingly and only where it added to the experience, not as decoration. A fast site is part of the brand experience — especially for mobile-first consumer audiences.
Outcome
Live brand website at korifu.com
Brand-consistent visual experience across all pages
Performance-optimised for mobile consumer audiences
Clean, scalable architecture ready to grow with the brand