Web design & visual direction for distinctive businesses
A good experience begins before someone walks through the door. I shape the first impression—the tone, the atmosphere and the clear next step that turns interest into a visit.
Self-initiated concept projects created to demonstrate identity, interface and frontend thinking. No fictional project is presented as commissioned client work.
Concept project · Café · Ghent
Warm mornings.
A brighter corner.
A bold neighbourhood café identity built around warmth, familiarity and the simple ritual of a good morning.
Concept project · Japanese dining · Ghent
Seasonality.
Quietly expressed.
An ultra-minimal Japanese restaurant concept where restraint, seasonality and considered detail set the tone.
Concept project · Property rental · Ghent
Historic character.
A new chapter.
A classic European residence concept designed to turn architectural atmosphere into qualified viewing enquiries.
Concept project · Dental practice · Brussels
Clinical excellence.
A calmer experience.
A calm-clinical dental concept that turns professional trust, transparent care and patient comfort into a warm digital welcome.
Concept project · Niche fragrance · Brussels
Place, material
and memory.
An olfactory archive transformed into a tactile e-commerce experience with cinematic motion, scent discovery and a functional browsing and cart flow.
Concept project · Skincare atelier · Brussels
Skin is not
a surface.
An avant-garde skincare store where exact formulas, industrial objects and a responsive routine finder turn function into desire.
Three concept projects, developed as complete brand worlds rather than isolated screens.
01 Café identity & digital experience
Concept case study · 2026
A neighbourhood café made to feel like the best part of the morning.
The assignment
Create an identity and one-page website for an independent Ghent café that feels welcoming from the first glance and turns local discovery into an in-person visit.
The challenge
Many café websites either disappear into soft beige sameness or become so design-led that basic information is difficult to find. FOS needed personality, but also immediate clarity around food, hours and location.
The response
Oversized serif headlines create character while bright cobalt details, compact labels and direct calls to action keep the experience lively. The page moves naturally from atmosphere to menu to visit information.
GOOD COFFEE
NO RUSH.
Key decisions
“Come for the good part” communicates the emotional promise before explaining the menu.
Live opening status, prices, address and directions remove the small frictions that cost visits.
Short, warm phrases give future menus, posters and social posts a consistent starting point.
02 Restaurant identity & reservation journey
Concept case study · 2026
A quiet digital expression of contemporary Japanese dining.
The assignment
Position a contemporary Japanese restaurant in Ghent as refined and culturally considered, then carry that atmosphere through menu discovery and a focused reservation journey.
The challenge
The identity needed to avoid the familiar shorthand of lanterns, brush textures and decorative symbols. It also had to make restraint feel intentional—not unfinished—and keep the practical booking path obvious.
The response
A paper-toned canvas, Didot typography, fine rules and carefully placed Japanese text create a composed editorial system. One vermillion seal provides orientation while generous space slows the pace.
季節を、
一皿に。
Key decisions
The “Haru” menu and scroll marker make seasonality part of the interface, not just the copy.
A single signature dish receives space, origin and preparation detail to signal the kitchen’s standards.
A focused modal keeps reservation details clear without sending guests into a visually unrelated experience.
03 Fragrance identity & e-commerce experience
Concept case study · 2026
An olfactory archive that makes an invisible product feel precise, material and collectible.
The assignment
Create a distinctive identity and e-commerce concept for an independent Brussels fragrance house, then help customers understand scent, compare compositions and choose a lower-commitment way to begin.
The challenge
Fragrance is invisible and intensely personal. A screen cannot provide the final sensory proof, so the experience had to make each composition understandable while retaining mystery—and keep the commercial path clear inside a highly editorial world.
The response
A numbered archive gives the collection a usable structure. Material photography, note hierarchies, concentration details and restrained mono labels make each fragrance feel documented, while warm paper and oxide accents prevent the system from becoming clinical.
RAIN ON
STONE.
Key decisions
Numbers, plates and dossiers create a repeatable system for products, packaging and future releases without making the collection feel generic.
Family filters and an interactive scent index turn abstract ingredients into practical ways to browse and compare the collection.
A build-your-own discovery set acknowledges that scent needs to be experienced on skin and gives hesitant customers a credible next step.
A brand should still feel like itself when the screen ends. These concept systems show how the same visual thinking extends into print, in-store communication and campaigns.
Explore the collectionA practical café toolkit with enough energy for the street, enough clarity for the counter, and one recognisable voice across every format.
A seasonal restaurant system that preserves quiet precision from the table menu to the reservation card and the street-facing campaign.
A focused set of creative services for businesses that care about how they are seen.
Distinctive, responsive websites structured around a clear customer action.
—Typography, colour, imagery and voice brought together into one coherent identity.
—Menus, displays, stationery, posters and campaigns designed to live naturally inside the same visual world.
—Three focused packages with accessible starting rates for independent businesses. Each one is custom-designed; the scope is simply defined in advance.
For a new or small business that needs one strong, credible place online.
Best for Cafés · trades · salons · local services
For an established business ready for a more complete and distinctive presence.
Best for Restaurants · hospitality · growing local brands
For a launch or repositioning that needs one coherent system across screen, print and place.
Best for New concepts · rebrands · ambitious hospitality
Useful additions
Add only what the project needs.Good to know
No surprises hidden behind a proposal. The points below are the standard starting terms; the signed project agreement confirms the exact scope, schedule and payment plan for each engagement.
Plain-language promise Work completed is paid for. Work not performed is not charged. Any project-specific signed agreement takes precedence over this summary.
I do not begin with colours or a favourite style. I begin by understanding what the business needs people to notice, feel and do.
My process turns that understanding into one clear idea, then tests the idea against real content, real screens and real decisions.
My decision filter
Listen & observe
I learn how the business works, who it needs to reach, what already feels true and where customers hesitate. I look at competitors to find the conventions worth keeping—and the sameness worth leaving behind.
Frame the problem
Before deciding how the work looks, I decide what it must communicate. I organise the content around the customer journey, establish the hierarchy and remove anything that competes with the main purpose.
Set the direction
Typography, colour, imagery, tone and composition become a system rather than a collection of preferences. Contrast creates hierarchy, rhythm creates coherence, and a distinctive point of view makes the business easier to remember.
Make & test
A concept has to survive real use. I test the reading order, responsive behaviour, contrast, keyboard access and calls to action while the work is still flexible. The result should feel considered without asking the visitor to work for it.
Refine & extend
The final pass is about rhythm, consistency and restraint. I improve performance, polish interactions and extend the identity into the materials the business actually needs—from menus and displays to campaigns and stationery.
“Good design should make a business feel more like itself—and make choosing it feel easier.”
Safouan Aouezghar · Developer & designer
I’m Safouan Aouezghar, a 27-year-old developer with a strong interest in art and design. I bring code, visual judgement and practical thinking together to create memorable digital experiences.
I came to design through development: first learning how digital products work, then becoming increasingly interested in the typography, imagery and visual systems that make them feel distinctive.
I’m especially drawn to independent businesses where atmosphere matters. My role is to understand what makes each one worth choosing, then translate that character into a clear and memorable presence.
Working across visual direction, interface design and frontend development lets me protect the idea from the first concept to the finished website—without losing sight of accessibility, performance or the customer’s next step.
What I bring
My aim is simple: make a good business easier to notice, understand and choose.
Have a place worth discovering?
Now booking projects from September 2026
