Alice’s Table

To get her business off the ground, the owner of Alice’s Table asked us to design and build a full marketing and e-commerce site plus a companion web app.

Since launching the site, the company has expanded across the country, opened pop-up shops, partnered with national retailers like Jonathan Adler and Shake Shack, and graduated from acclaimed tech incubator TechStars.

Alice wanted her brand to embody a quiet, luxurious ease so we developed a sophisticated yet approachable look and feel, then extended those traits to the site's messaging. Alice’s voice — joyful, friendly, and welcoming — comes through in every piece of content, from event descriptions and employee bios to headlines and the company mission statement.

While we were developing new styles for the brand, we made some slight modifications to the Alice’s Table logo to achieve a more refined look and to work better at smaller scales.



As a visually-oriented business, it was important that photography be the centerpiece of the experience. Bright, airy product photos with minimal backgrounds and lots of white space keep all eyes on the flowers themselves. Lively, colorful, dynamic images of event hosts, attendees, and bartenders inject a joyful energy into brand materials.

After a successful first year, Alice called us back to design and build a web app for her flourishing events business. Meant to serve as mission control for both upcoming and completed events, the site also houses training materials for new employees, as well as a flower knowledge database, how-to videos, marketing and legal resources, a blog, and a supply shop.