Caen ↗

Brand Identity + Full-Stack Product Design

A deeply personal project born from my relationship with my own barber. I owned the entire pipeline to elevate his craft into a scalable lifestyle brand, ensuring the physical artistry of the shop was mirrored in the digital experience.

Timeline: Brand-to-launch build
Tools: Figma, Illustrator, Web Design, Commerce, Setmore, Payment Integrations, Fulfillment Logic
Team: Solo full-stack designer with the shop owner

01 / What is Caen?

Crafting Artistry, Elevating Novelty

Caen is a dual-concept lifestyle brand based in Toronto. The physical space operates as a premium barbershop on the ground floor and a fashion atelier on the second, sitting at the intersection of hair, fashion, and design.

02 / The Mark

Engineering the Wordmark

The logo anchors the entire identity. I selected a foundation typeface for its strength, then manually tuned the radii, kerning pairs, and anchor points until the mark felt closer to a high-fashion house than a traditional shop.

03 / Brand Guidelines

Monochrome with Soul

I established a cool monochrome palette that prioritizes sophistication over simplicity. Heavy contrast and intentional whitespace let the hair, clothing textures, and product photography remain the primary visual statement.

04 / The Site

A Two-Stage Architecture

I architected the website to reflect the brand's dual-floor physical presence: half immersive editorial shop for lifestyle accessories and apparel, half high-utility booking portal for the barbershop. (Website still private awaiting launch)

05 / Technical Infrastructure

The Service Stack

I engineered a unified backend to manage the barbershop's service flow and the fashion brand's inventory simultaneously, integrating Setmore appointment logic with payment and commerce systems.

Seamless Booking

A custom-skinned Setmore integration keeps appointment scheduling inside the brand experience, reducing the feeling of being handed off to a third-party tool.

Payment Orchestration

The payment layer handles service deposits and physical product transactions through one cohesive customer journey.

Full-Stack Logic

Routing logic synchronizes booking data and shop orders so the owner can treat daily operations as one connected system.

06 / Operational Excellence

Automating the Fashion Pipeline

To support the lifestyle brand on the second floor, I built an order fulfillment system that covers the path from checkout to tracking number.

Inventory Synchronization

Real-time tracking across the digital shop helps prevent overselling limited-edition clothing and accessories.

Automated Logistics

Shipping labels and customer notifications are generated automatically to reduce manual overhead for the client.

Client Dashboard

A tailored interface lets the owner manage orders, view sales analytics, and update booking availability on the fly.

07 / Full-Stack Execution

From Vector Point to Booking Engine

From the first vector point of the logo to API integrations between the shop and booking engine, every detail was custom-built to make the digital brand feel as considered as the physical chair.

08 / The Personal Statement

Helping a Friend Scale His Passion

This project was more than a technical challenge. It was a way to use my full-stack superpower to help a friend scale his passion, turning physical craft into a high-fashion digital home for Toronto's next top-level lifestyle brand.