CRAV Co. is a Dallas-born luxury fragrance house, hand-pouring candles, perfumes, and diffusers from clean, locally sourced ingredients.
Company
Crav Co.
Timeline
2024
—
2026
Role
Brand Strategy & Principal Designer
Project overview
CRAV Co. came to me as a fast-growing fragrance brand that had outgrown its origins, from a Dallas Farmers Market table to a storefront in under a year. I worked closely with founder Adrian Valdez to translate that handcrafted, sensory-driven story into a Shopify experience that could stand beside national fragrance houses without losing its soul. Discovery centered on a core tension: the brand had to feel intimate and artisanal while performing like a polished e-commerce engine. As principal strategist and web designer, I led the full creative direction, building a conversion-focused storefront on a custom branding guide I authored. That guide shaped everything from a mega menu refresh to a shop by scent experience. That direction extended across social, where I produced branded content and videos for Crav's Instagram and Facebook, including a campaign candle bar launch reel.
Challenges
The hardest problem was scale without dilution. CRAV serves two very different buyers on one site, retail customers chasing a signature scent, and corporate partners across hospitality and commercial spaces seeking private label and branded scent marketing. Each needs a different journey, yet both had to feel like the same luxury brand. I also had to design for breadth, candles, perfumes, diffuser oils, room sprays, workshops, and gift cards, without overwhelming the storefront or burying the path to purchase. Fragrance is invisible, so every product had to be sold through imagery, copy, and rhythm rather than the scent itself.
Results
The final platform delivers an editorial, candle-bar experience built on a confident black-and-cream palette and refined serif system. Collections are framed around mood rather than specs, and clear UX upgrades, streamlined navigation, "shop the look" merchandising, best-seller surfacing, and a frictionless checkout, keep the path to purchase obvious throughout. The client is thrilled with the result, and the site remains active and glowing today.
CRAV Co. is a Dallas-born luxury fragrance house, hand-pouring candles, perfumes, and diffusers from clean, locally sourced ingredients.
Company
Crav Co.
Timeline
2024
—
2026
Role
Brand Strategy & Principal Designer
Project overview
CRAV Co. came to me as a fast-growing fragrance brand that had outgrown its origins, from a Dallas Farmers Market table to a storefront in under a year. I worked closely with founder Adrian Valdez to translate that handcrafted, sensory-driven story into a Shopify experience that could stand beside national fragrance houses without losing its soul. Discovery centered on a core tension: the brand had to feel intimate and artisanal while performing like a polished e-commerce engine. As principal strategist and web designer, I led the full creative direction, building a conversion-focused storefront on a custom branding guide I authored. That guide shaped everything from a mega menu refresh to a shop by scent experience. That direction extended across social, where I produced branded content and videos for Crav's Instagram and Facebook, including a campaign candle bar launch reel.
Challenges
The hardest problem was scale without dilution. CRAV serves two very different buyers on one site, retail customers chasing a signature scent, and corporate partners across hospitality and commercial spaces seeking private label and branded scent marketing. Each needs a different journey, yet both had to feel like the same luxury brand. I also had to design for breadth, candles, perfumes, diffuser oils, room sprays, workshops, and gift cards, without overwhelming the storefront or burying the path to purchase. Fragrance is invisible, so every product had to be sold through imagery, copy, and rhythm rather than the scent itself.
Results
The final platform delivers an editorial, candle-bar experience built on a confident black-and-cream palette and refined serif system. Collections are framed around mood rather than specs, and clear UX upgrades, streamlined navigation, "shop the look" merchandising, best-seller surfacing, and a frictionless checkout, keep the path to purchase obvious throughout. The client is thrilled with the result, and the site remains active and glowing today.