The Brief

Designed for Studio Deshe

A brand built on trust, the design has to feel it.

Raya’s previous website felt clinical and distant, the opposite of what Bach flower therapy is about. For a brand centered around emotional care and sensitivity, that disconnect was doing real damage. The design wasn’t just outdated. It was working against the brand.

The task
Rebuild the experience from the ground up. The new website needed to feel professional yet warm, structured yet human and clearly communicate the connection between CBT and Bach flower therapy in a way that feels natural, not clinical.
01

Rebuild trust

Design that feels sensitive, warm, and professional at the same time
02

Clarify the offering

Make CBT and Bach flower therapy feel accessible, not intimidating
03

Drive conversions

A store experience that feels like care, not just commerce
01

Rebuild trust

Design that feels sensitive, warm, and professional at the same time
02

Clarify the offering

Make CBT and Bach flower therapy feel accessible, not intimidating
03

Drive conversions

A store experience that feels like care, not just commerce

Before & After

Same brand. Completely different feeling.

The redesign wasn’t just visual, it was a full repositioning. From clinical and distant to warm, trustworthy, and human.

Logo evolution

Old logo

New logo

Website redesign

Before

Clinical & distant

Outdated layout, cold palette, no clear connection to the brand’s emotional core.

Before felt

  • Clinical
  • Distant
  • Outdated
  • Hard to trust

After

Warm & trustworthy

Soft palette, clear structure, designed to build trust before the first purchase.

After feels

  • Warm
  • Professional
  • Human
  • Trustworthy

Audience & Values

Designed for people who invest in their wellbeing.

Raya’s audience isn’t just buying a product, they’re investing in their emotional wellbeing. The design had to speak to that intention from the first scroll.

The Wellness Seeker

Adults 28–55 exploring natural and holistic approaches to emotional health. Values authenticity and clarity over clinical language.

The CBT Patient

Someone already in therapy, looking for complementary support. Needs to feel safe and understood, not sold to.

The Thoughtful Gifter

Buying for someone they care about. Needs the site to feel trustworthy enough to recommend. Driven by emotional intent.

The Wellness Seeker

Adults 28–55 exploring natural and holistic approaches to emotional health. Values authenticity and clarity over clinical language.

The CBT Patient

Someone already in therapy, looking for complementary support. Needs to feel safe and understood, not sold to.

The Thoughtful Gifter

Buying for someone they care about. Needs the site to feel trustworthy enough to recommend. Driven by emotional intent.

Brand values

01

Warmth over polish

Every design decision favors human connection over visual perfection.
02

Trust through clarity

Complex therapy concepts explained simply, without dumbing them down.
03

Care meets commerce

The store experience feels like a recommendation, not a transaction.
04

Sensitivity in every detail

Typography, spacing, colors, all chosen to create calm, not urgency.
01

Warmth over polish

Every design decision favors human connection over visual perfection.
02

Trust through clarity

Complex therapy concepts explained simply, without dumbing them down.
03

Care meets commerce

The store experience feels like a recommendation, not a transaction.
03

Sensitivity in every detail

Typography, spacing, colors, all chosen to create calm, not urgency.

The Solution

Every detail tells the same story.

The visual system was built to carry Raya’s emotional identity consistently, from logo to color to type. Nothing feels accidental.

Color palette

#08524E

#DDB7AC

#A4B28B

#000000

#FFFFFF

Typography

Primary: Assistant

Assistant brings softness to the interface. Its rounded shapes and natural rhythm make the reading experience feel calm and approachable.

Decisions that shaped the system.

01

Tablet first

The entire system was designed for tablet use, since staff and managers operate on the floor, not at a desk.
02

First screen = most important action

Every role's home screen shows only what they need to act on immediately.
03

Menu depth by role

The sidebar navigation shrinks or expands based on access level. Admin sees everything, staff sees only what moves their day.

Final Screens

The finished store.

Home page

Store page

Product page

Reflection

What I learned. What I'd do differently.

01

Emotion is a design requirement

For a brand centered around care and healing, the feeling the site creates is just as important as the information it delivers. Every color, every spacing decision, every word, all carry emotional weight.
02

Commerce and care can coexist

The biggest design challenge was making the store feel like a recommendation rather than a transaction. That balance, between business goals and emotional sensitivity, shaped every decision.
03

Redesign means listening first

Understanding what the old design was doing wrong, and why, was just as important as designing the new one. The before/after gap didn't happen by accident. It happened by understanding the brand's real identity.
04

If I had just more time

I'd test the emotional response of real users, not just usability, but how the site makes them feel. For a brand like Raya, that data matters more than click through rates.
01

Emotion is a design requirement

For a brand centered around care and healing, the feeling the site creates is just as important as the information it delivers. Every color, every spacing decision, every word, all carry emotional weight.
02

Commerce and care can coexist

The biggest design challenge was making the store feel like a recommendation rather than a transaction. That balance, between business goals and emotional sensitivity, shaped every decision.
03

Redesign means listening first

Understanding what the old design was doing wrong, and why, was just as important as designing the new one. The before/after gap didn't happen by accident. It happened by understanding the brand's real identity.
04

If I had just more time

I'd test the emotional response of real users, not just usability, but how the site makes them feel. For a brand like Raya, that data matters more than click through rates.