MadChilly

Project Overview

Before MadChilly became a brand-identity project, it started as a UI/UX concept — an early site and app exploration for what a MadChilly e-commerce experience could look like, built before there was a real product to sell.

This phase focused on structure over polish: a homepage/lookbook layout, a product listing grid, and a simple cart flow, mapped out in wireframes and mid-fidelity mockups.

Much of what came out of this phase — an emphasis on movement and momentum, an editorial grid rather than a typical e-commerce layout — carried forward into the brand identity work that followed.