Case Study
Casafuego is an online store for premium handcrafted candles. The website offers full e-commerce functionality, with a built-in payment system and CMS, enabling smooth product updates and efficient inventory management.
Casafuego started as a passion project by Ileana Sanchez, an artist dedicated to handcrafted design. To support her vision, I built an e-commerce site that not only showcases the unique candles she creates but also provides a seamless shopping experience.
The site offers a user-friendly CMS for easy product updates and a built-in payment system for smooth transactions.
The primary audience consists of women aged 25-44, with 70% falling in the 25-34 age group. Their interests align with meditation, yoga, retreats, and weddings — creating both B2C and B2B sales opportunities.
The majority of conversions come from Instagram ads, which shaped the design focus on mobile-first usability.
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The client was highly satisfied with the outcome, leading to an ongoing collaboration to maintain and expand the design system as the business grows.