Daydreamer
Bringing a beverage brand concept into commerce.
Role:
Creative Director & UX/UI Designer
Markets:
Direct-to-Consumer
Industry:
Beverage
I partnered with the Daydreamer team to bring a new direct-to-consumer beverage brand to market, leading a cross-functional team of copywriters and developers to translate brand strategy into a cohesive digital experience. Focused on real-fruit flavors and a modern lifestyle positioning, the work aligned messaging, design, and engineering to support rapid launch.
Entering a fast-growing but still undefined category, the brand needed to clearly communicate value, educate consumers, and convert interest into confident purchases through a scalable, high-performing e-commerce platform.
THE CHALLENGE.
Daydreamer was launching into a crowded wellness beverage landscape where product benefits, usage expectations, and purchasing requirements can be unclear to consumers. The business needed a scalable e-commerce platform that simplified decision-making, established credibility, and translated a novel product offering into an intuitive online experience.
RESULTS & IMPACT.
The result is a high-performing DTC website that played a critical role in helping the business counter a nationwide decline in alcohol sales by enabling entry into a new beverage market. The platform increased brand awareness beyond the Midwest, expanded product availability at a national level, and served as an educational touchpoint that supported in-person conversion at the client’s Iowa-based taproom.
Together, the experience strengthened retail performance, accelerated adoption of a new product line, and created a scalable growth channel aligned with broader business diversification goals.
DESIGNED FOR EASE.
I led the design of a consumer-first digital experience that emphasizes clarity, approachability, and ease of use. The strategy centered on removing friction from exploration and purchase while reinforcing Daydreamer’s brand personality. Key initiatives included:
Defining brand messaging and tone that balanced playfulness with trust and transparency.
Designing a UX/UI system that guides customers through product discovery using simple, benefit-oriented categorization.
Creating educational purchase flows that help first-time customers feel confident without overwhelming them.
Translating operational and fulfillment constraints into clear, user-friendly shopping paths.
