Brand Identity and E-Commerce Website Design for a Planner & Coaching Business Built for Spicy Brains
Eaton Broshar is a brand created to help individuals with spicy brains find structure without losing their spark. Founded by registered dietitian Allie Echeverria, the brand offers quarterly fitness and nutrition planners, real-world coaching, and a supportive community that celebrates progress over perfection. The brand identity needed to reflect that balance: bold and clear but never rigid. I designed a system that feels empowering, inclusive, and vibrant, rooted in the idea of “organized chaos” and inspired by the real energy of the people it serves.
The branding comes to life through a responsive e-commerce website designed to spotlight the workbook, promote the coaching offer, and make shopping intuitive and fun. From the logo to the shopping experience, every detail was designed to bring clarity, calm, and sparkle to a brand that helps its community thrive.
The creative direction behind the Eaton Broshar brand blends structure and sparkle to reflect the energy of the women it was made for, with spicy brains who crave clarity but refuse to be boxed in. Inspired by art deco line work, playful pops of pink, and bold visual contrasts, the mood board celebrates a look that’s feminine but not frilly, goal-crushing yet full of whimsy. A palette of teals, pops of pink, and gold brings focus and vibrancy, while imagery of curated chaos, luxe textures, and a little irreverence captures the brand’s “feral feminine” spirit. This direction sets the tone for an equally empowering, magical, and unmistakable brand.
