A small-batch Filipino chili crunch maker had a great product and a homepage that didn't sell it. I rebuilt the storefront around the jars, with three flavors in one scroll, and wrote the design system underneath it.
Three labels, the wordmark, a design system pulled out of the jars themselves, and the Shopify storefront. The founder made the product and named the flavors. I did the rest.
I got the order wrong once and it cost us: I designed the layout before the photography existed. When the real crops came back they didn't match the shapes I'd drawn, and the first build had to be redone.
Registuroturo makes Filipino chili crunch in small batches: garlic and shallot, three flavors, the kind of jar people buy once and then buy four of. The product was working. The site was not: a generic “Spice up your life” banner, one jar for sale, and no button that took you straight to it.
The name is the brief. A turo-turo is the eatery where you point at what you want behind the glass, pick it, and eat. The site needed to work the same way.
The whole page got rebuilt around one idea, just as the line grew from one jar to three: the jar is the hero. Three flavor panels sit in a single continuous scroll, each with its own heat level, ingredient note, and a photograph big enough to see the texture.
The palette came off the labels: soft cream, blush and mint instead of the loud red every other chili brand reaches for. The voice followed the same instinct, answering the question a Filipino kitchen asks first: anak, did you eat?
The flavor panel carries the page: heat scale, ingredient note and a big photo for each jar. It's live in the frame, so scroll and hover inside.
I sampled the system straight off the three jar labels and wrote it down: colors, type, one recurring mark, and the contrast rules the storefront has to meet.
Chili-crunch brands go loud and red. This one goes soft, so I wrote rules for it: the pastels can't carry text, so all text is charcoal and the bright colors are only fills. Each flavor owns a surface: cream for Signature, blush for Extra Spicy, mint for Avocado Oil.
The mark comes from the name. A pointing hand points at one thing per screen, and the raised dot already lives inside “Registuro·turo”.
View the full system →The rebuilt storefront launched alongside a new batch and sold through it in nine days. It was the first time that had happened without a wholesale order. The founder now updates flavor notes herself between runs.