As a new brand entering a competitive market, Selfish Supplements needed to move quickly without compromising quality. The website had to feel bold, polished, and unmistakably on brand, while remaining intuitive and easy to navigate for first-time customers. Working from established brand guidelines, Bedford Lane focused on fully expressing the visual language across the digital experience, ensuring consistency across layouts, typography, colour, and interaction.

Visual navigation played a central role in the site structure. Product groupings, collections, and key pathways were designed to encourage exploration and make the range easy to understand at a glance. This approach helped create an experience that feels engaging and effortless, supporting both impulse browsing and considered purchase decisions.