Atkinson Designs.

Two brands, built end to end.

Both of these are concept studies, built on invented businesses to demonstrate what each package covers. Neither was commissioned by a client, and both say so.

Self-initiated concept study

Saltbush & Smoke

A native-ingredient hot sauce brand, built to the scope of the Full Brand Suite: identity, five pages, and a shop.

A section of the Saltbush and Smoke shop: four sauce bottles in rust, acid green, deep plum and amber on a near-black ground, each with a name, a price and a small five-step heat scale beneath it.

The problem

Native-ingredient hot sauce is a crowded shelf where every brand looks the same: red label, chilli illustration, heat rating out of five. A brand built on traceable Australian ingredients had nothing visual to say so.

What was made

A full identity and a five-page site. The heat scale is the centre of the brand and it is deliberately not red, which is the one decision everything else follows from. Every bottle carries a batch code that resolves to the grower.

Palette

Five levels of heat, none of them red.

Scope

  • Five pages, including a shop and a build-your-own configurator
  • Custom wordmark and heat-scale system
  • Batch traceability built into the product pages
The full length of the Saltbush and Smoke homepage, from the hero through the three-part explainer, the product row, the comparison table and the subscription section.

The whole homepage. Scroll inside the frame.

Self-initiated concept study

Pennyweight

A single-origin coffee roaster, built to the scope of a smaller package: one long page that has to do the whole job.

A section of the Pennyweight site: two photographs of the roastery on warm paper stock, one of a tiled counter with a row of steel bar stools, one of a bentwood chair casting long shadows.

The problem

A one-page site has to carry the introduction, the product, the story and the contact details without turning into a scroll nobody finishes. Most of them fail at the second section.

What was made

One page, structured around the order a customer actually asks questions in, with real photography doing the work that decoration usually gets asked to do.

Palette

Drawn from the product rather than the category.

Scope

  • Single page, full responsive build
  • Photography direction and treatment
  • Type pairing and colour system
The full length of the Pennyweight homepage, from the hero photograph through the origin story, the roasting process and the contact details.

The whole page. Scroll inside the frame.

Yours would be built the same way.

Same process, same published price, same written placement guide at the end. The only difference is that the business is real and the brief comes from you.

See what it costs