paradai
a skeuomorphic interactive e-commerce concept for a premium Thai craft chocolate brand.
00
problem
Craft chocolate is a product of high culinary culture, defined by its unique origins, farming heritage, and international accolades. However, conveying this multisensory, tactile experience through a standard template e-commerce layout is nearly impossible. Lacking a dedicated digital platform, the PARADAI brand struggled to communicate the true value of its product — from the hand-picked cocoa in Phuket and family traditions to its status as an International Chocolate Awards winner. Restricted to social media channels, the brand was isolated, actively losing its premium positioning and potential for higher average order values.
solution
After analyzing the Thai artisan chocolate market, I noticed a widespread reliance on generic, modern layout trends aiming for standard luxury. While PARADAI inherently possesses an elegant and understated identity, I wanted to go deeper. Inspired by my personal visit to their physical boutique, I chose to translate that exact tactile, artisanal atmosphere into the digital space, positioning the brand to stand out both locally and internationally. To ensure a global appeal, I intentionally avoided overt cultural stereotypes or clichés. Instead, the design focuses on a refined, human-made aesthetic that speaks the universal language of premium craftsmanship.
I should mention right away that the final result in Framer differs significantly from the initial Figma concept.
Currently, I often find myself thinking more like a developer than just an interface designer. While Figma is great for laying out ideas, transferring that concept to a production-ready, interactive screen often highlights discrepancies —such as disproportionate headings, awkward paragraph scaling, or illustration combinations that don't quite fit.
My strength lies in my approach to implementation. I prefer designing directly with final assets to ensure perfect scaling and responsiveness. Framer became the bridge: it allowed me not only to refine the layout on the fly but also to add my own custom code, truly "living up" the interactive results in a way standard design tools could not match. I tried to think in templates and overcome the urge for gigantism, kek.
Below is a side-by-side comparison of the early prototype and the final interactive design. Take a guess at which one came first.
Some ideas were discarded during the process of coding the interactive sections. For example, at the initial stage of development, I had the idea of creating a drag and drop system to add an element of entertainment, but then I was faced with the reality that 90% of people are on their phones, and it's much easier to add a product with a simple click of a button.
year
2026
timeframe
8 days
tools
Figma, Framer, Nana Banana Pro
category
UI/UX
see also
