Most supplement brands look the same. Clean Fuel was built to look like none of them.

Clean Fuel is a concept e-commerce site for a whole-food supplement brand — the kind of brand that leads with ingredients, not promises. The design brief was simple: make it feel less like a pharmacy and more like a premium food brand that happens to sell supplements.

The design system anchors everything. Druk Wide for impact, Libre Baskerville for authority, DM Mono for precision. The palette — ink-dark green, raw orange, and warm cream — feels editorial and physical at once, like something you'd find in a high-end grocer rather than a wellness aisle.

The hero splits the viewport between a dark text column with an animated orange vertical line and a product photography column, building tension between craft and product from the very first scroll. An animated marquee strip locks the bottom edge.

The Shop by Category grid uses full-bleed card photography with gradient overlays that shift from dark-to-orange on hover — a detail that reinforces the brand accent without screaming it. The Bestsellers section sits on a full orange background, using cream cards with skewed Add to Cart buttons and a parallelogram See All link.

The Build Your Fuel section is the centrepiece: an interactive meal builder where users pick a base, protein, toppings, and supplement, with an accordion step flow, live summary panel, real-time price calculation, and a sticky progress bar. The entire widget is built in vanilla JS inside a single Elementor HTML block.

The product shop includes a horizontal filter system that adapts between desktop clip-path buttons and a mobile two-row pill layout. On mobile and tablet, hover effects are removed entirely and replaced with a touch-optimised card grid with circular add buttons and orange price labels.

The result is a brand that looks like it knows exactly what it is — and doesn't need to explain itself twice.