Wenzel’s

We set out to completely reimagine Wenzel’s online presence—bringing their brand to life through a more modern, user-friendly ecommerce experience. The project rolled out in two phases: first, spotlighting their bold new identity and nationwide donut delivery service; second, shifting focus to recruitment and brand storytelling.

As Lead Designer, I reshaped the site’s structure, crafted intuitive user flows, and built wireframes and low-fidelity prototypes in Figma. I defined the visual language across UI and art direction, collaborating with food photographers and stylists to capture the warmth and craft of Wenzel’s products.

For the recruitment phase, I partnered with a production team, our Creative Director, and copywriters to concept and develop a video that takes viewers behind the counter—highlighting the people and passion that power the bakery.