LUFTREST is a wellness brand designed to bridge the gap between lifestyle and relaxation through a refined, minimal approach. Built on Shopify, the brand offers a curated selection of premium rest-oriented products, merging visual calm with sensory storytelling. Every aspect of LUFTREST was crafted to evoke balance, quiet, and recovery from overstimulation.

As Founder and Designer, I directed every stage of the project. From concept development and brand identity to UX design, ad production, and e-commerce infrastructure.

Brand Direction

The brand identity was developed around the idea of silence as luxury. Its design language reflects calm minimalism and surreal serenity, using neutral contrasts and subtle gradients to represent emotional stillness.

A soft, balanced palette reinforces this tone:

• Primary: #6FCFEB

• Dark: #514B49

• White: #FFFDFA

• Secondary: #229DC1

• Accent: #B6978D

I oversaw the full creative direction, visual strategy, and tone of voice — defining how LUFTREST would communicate across digital and physical touchpoints. This visual system extends across product packaging, digital assets, and print collateral, establishing a cohesive, premium presence.

Website Design & Development

A fully responsive Shopify storefront was designed and built to deliver a seamless and meditative user experience. The interface incorporates smooth transitions and animated interactions that feel organic and unforced.

Beyond design, I handled the technical build — configuring payments, localizing markets for the U.S. and Canada, connecting the domain and custom email through Zoho, and refining SEO metadata to replace pre-launch tags and improve discoverability. The result is a site that feels intentional, complete, and carefully engineered to appear built by a full design team.

Advertising & Content Strategy

To introduce the brand, I directed and produced a series of emotion-driven campaigns across Instagram and TikTok. Short, minimal videos, such as the “Silence” ad reading “Silence feels uncomfortable because you forgot what peace looks like”, were designed to evoke intrigue rather than overt promotion.

Each piece of content reflected the same design restraint, black screens, ambient sound, and calm pacing, while organic posts on social platforms maintained a poetic, reflective tone to reinforce the brand’s emotional depth. These campaigns were fully managed end-to-end: copywriting, art direction, editing, targeting, and analytics.

Print & Merchandise Design

Complementing the digital identity, branded merchandise and print materials were created, including tote bags, business cards, and brand guides. These pieces extend LUFTREST’s minimal aesthetic into tactile form, emphasizing texture, tone, and simplicity. I oversaw everything from design and sourcing to production mockups and material testing

Final Outcome

LUFTREST stands as a proof of concept for how design can embody stillness and emotion. Acting as Founder, Creative Director, Designer, and Marketer, I guided the brand through every stage, from strategy and visual identity to UX, advertising, and fulfillment.

The project demonstrates how storytelling, commerce, and design thinking can merge into a cohesive, sensory brand experience. One that feels more like a lifestyle than a store.