Jelly Armchair is a family run business comprising of two sisters, Cat and Liz. All the illustrations are created by Cat, and the puns are devised by Cat with occasional input by their Dad (genuine dad jokes), her boyfriend, and their family and friends.

The design for this e-commerce project needed to reflect a level of creativity found in the products sold on it. But using this level of creativity could not affect the user experience when purchasing from the site.