Designing Peace & Love: Designing for Balance

When I first met the founder of Peace & Love, there wasn’t a website, just a bright idea: premium Irish-made cannabinoid gummies that help you find balance, focus your day, calm your mind, and sleep deeper. Everything about the brand was rooted in care: sustainable packaging, ethical production, and donating 10% of profits to community and environmental causes.

My role was to take that ethos and turn it into a digital experience that felt as good as the product promised: a space that’s bright, easy, and full of calm energy.

Finding the feeling

From the start, the goal wasn’t just to sell gummies. It was to build trust and tell a story of balance and intention. The founder described the brand as “vibrant yet peaceful”. That phrase became the heartbeat of the project. Every colour, every transition, every line of text needed to live somewhere between peace and play.

So, I started by exploring how the brand’s playful packaging colours could shape the digital experience. Instead of sterile colours, we leaned into bright gradients, soft pinks and vibrant purples. But the energy was always grounded with clean space, calm typography, and gentle pacing: a design that breathes.

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Building it from the ground up

There was no previous site or structure to reference, which meant total freedom, and total responsibility.

I began by sketching out what the brand’s world could feel like online: a home page that instantly sets the tone (“Ireland’s Premium Gummies for Calm, Focus & Rest”), with the three key blends: CBD, CBG, and CBN, introduced like moods you can choose from.

The navigation needed to be intuitive, with just enough to guide: Shop, Learn, Our Story. Each path should feel obvious even to someone who’s never heard of cannabinoids before.

Education was central. Since CBG and CBN were new to Irish audiences, I designed a homepage section that breaks down the science in approachable, non-intimidating language, the kind that makes you curious, not confused.

Every scroll reinforces a sense of reassurance: lab-tested, THC-free, sustainably packaged. The kind of trust you can feel without even reading the fine print.

Designing for warmth and accessibility

The founder wanted “pops of colour,” but accessibility mattered just as much. So every playful choice had a practical twin: high-contrast text, large touch targets, clear hierarchy. Accessibility wasn’t an afterthought, it was part of the personality. The site should be just as inviting to someone with visual sensitivity as it is to someone browsing casually at night.

The result was a design that moves softly. Buttons hover gently, gradients shift slowly, text leads your eye without noise. It’s a site that makes you exhale.

Bringing the brand to life

The copy was written to sound light and friendly. Phrases like “Find your calm, your focus, your best self, one gummy at a time” give users permission to slow down, smile and feel good about what they’re buying.

Visual storytelling carried that tone through every page. The “Our Promise” section connects the product to its purpose: sustainability, local production, and giving back. The “Why Choose Us” block highlights science and feel-good transparency side by side.

Nothing is oversold; everything feels balanced, honest, clear and a little joyful.

The experience

By launch, the site felt exactly like what the brand stands for: calm, colourful, and kind.

It invites people in with energy, but never rushes them. It’s designed to make you feel lighter, not just through what it sells, but through how it moves.

Peace & Love now has a digital home that mirrors its heart: sustainable, generous, and quietly radiant.

It’s proof that a website can feel good, not just look good.