ROLE: Lead UX Designer

BRIEF: Following a brand refresh for Afrin nasal spray, our team was tasked with redesigning the brand website to bring the updated identity to life digitally. Consumer research revealed that Afrin had developed an unusually passionate user base. Many customers described the relief provided by the product in almost fanatical terms. The redesign aimed to capture that enthusiasm through a bold digital experience that reflected the brand’s confident, irreverent tone of voice.

APPROACH: The concept leaned into a celebration of Afrin’s devoted fans, translating that energy into a vibrant and expressive digital experience. The design system emphasized bold color palettes, oversized headlines, and energetic photography depicting the relief and renewed energy users feel after using the product. Graphic “sprays” inspired by the product itself introduced texture and motion across the site, creating a distinctive visual language that aligned with the refreshed brand.

To further embrace the brand’s “cult following,” we introduced a hidden interactive feature called “Zealot Mode.” Accessible through a subtle Easter egg on the homepage, Zealot Mode unlocked an alternate version of the site designed specifically for the brand’s most enthusiastic fans. This version of the experience included exclusive content, promotional offers, and playful messaging tailored to celebrate the community of loyal Afrin users.

While some elements of the original concepts were later moderated during production, the core direction remained focused on amplifying the brand’s bold personality and highlighting the passionate relationship many consumers have with the product.