TuffPro Brand & Site Build
Project Type
Brand Identity
Website Build
Services
Brand Identity
Art Direction
Web Design
Packaging Design
Project Overview
Built to look like it has been on the shelf for years.
TuffPro is a supplier company, built by a team of seasoned sales veterans, sourcing and manufacturing tools and general-use products for hardware retailers and business clients. Luxe Decor (the company behind it) needed the brand to feel established from day one, masculine, bold, and retail-ready, credible enough for buyers sourcing at volume.
As an in-house designer, I built the brand from the ground up and designed the full site to match. I developed the identity system, packaging, and corporate assets, then took the same visual language into a custom Wix Studio build focused on sourcing and quote requests.
See it live here
[01] The Challenge
TuffPro started with nothing. The brief was a brand that could walk into the hardware and tools industry and read as a serious supplier, and not necessarily a new one. It had to feel masculine and bold without tipping into generic, and it had to hold up across packaging, print, and a full e-commerce-style site aimed at retailers sourcing in volume.
The brand was also still being developed, with the company's direction shaping in real time. So the system had to be built to scale, ready to hold up on bigger applications down the line: store placement, events, packaging, tools, and machines. Every asset had to look like part of one system from the first day it went live, and keep working as the brand grew into it.
[02] The Response
I built the full identity first: logo and variations, typography, a black, white, and red palette, brand voice, and mission statement, then extended it into packaging, a pitch deck, and corporate assets like letterhead. With the brand set, I designed and built the site in Wix Studio, heavily customizing beyond the template with redesigned full pages. Every product and category page was built from scratch with a consistent layout, hover effects and responsive interactions across desktop and mobile, edited product photography, SEO-driven descriptions, and custom warehouse map graphics. Navigation and CTAs were built around sourcing and quote requests, keeping the journey direct.
