Joey’s Snugs™ was a new business with a strong product idea and clear values, but without the infrastructure needed to scale. There was no established visual design language, no defined tone of voice, and no system to guide future partners, developers, or marketing efforts.
What she needed wasn’t just design. She needed elevation and a brand system that could grow with the business.
Joeys Snugs™ isn't just about clothing it’s about creating a solution for parents who want the best for their babies without breaking the bank. It’s about giving little ones the freedom to move, play, and rest in comfort while looking absolutely adorable.
We began by treating Joeys Snugs™ not as a website project, but as a brand foundation project.
Through collaborative strategy sessions, competitive research, and market analysis, Moose.la worked closely with Lama to translate her vision into something tangible, repeatable, and scalable. The goal was to move the brand out of concept mode and into a structured system that could support launch, growth, and long-term consistency.
At this stage, nothing was wrong. There simply wasn’t a system yet and without one, every future decision would be harder than it needed to be.
So we built it properly, from the ground up.
Moose.la work began by defining the design logic behind the brand's story and garments so every future touchpoint would feel intentional and consistent.
We aligned:
Once the design foundation was established, we moved directly into execution.
Moose.la created a comprehensive brand guideline deck to serve as the visual and strategic source of truth covering color specifications, typography rules, iconography, imagery direction, and brand usage across digital and print.
From there, we designed a custom, mobile-first Shopify wireframe using the newly defined brand system.
The wireframe included:
Every layout, component, and interaction was designed with scalability in mind ensuring the site could grow alongside the brand without losing cohesion.
By leading with design and supporting it with strategy, Joeys Snugs™ launched with a level of polish and clarity rarely seen in first-time brands.
The result was:
But the most meaningful outcome was structural. Instead of designing page by page, Joeys Snugs™ now has a repeatable design system one that makes future decisions faster, collaborations smoother, and growth more intentional.
Joeys Snugs™ didn’t just launch with a website. It launched with a brand-led design system built to scale.
