Alfie & Tara

Alfie and Tara are real dogs, and the brand works on one rule: nothing gets listed until they have worn it, chewed it, or slept on it. If a jacket is not comfortable enough or strong enough for them, it does not ship.

That rule deserved more than a line in the footer. So I threw out the typical e-commerce landing page and built the site as a house tour, hosted by the two dogs themselves. They walk you through their home, their things, and the stuff they approved. The voice is the proof.

1. 01

   Voice first. Before any layout, I wrote the voice rules: how Alfie talks, how Tara talks, and what neither of them would ever say. Those rules lived in the project context so every generated line came out in character.

2. 02

   Built in Claude Code. The whole site, structure to shipping, happened inside Claude Code. I stayed in the product manager seat: brief, review, redirect.

3. 03

   Scenes from Higgsfield MCP. The house tour needed rooms. I used the Higgsfield MCP inside Claude to generate the scene imagery, so I never left the editor to art-direct.

4. 04

   Assets from Canva. The dialogue boxes and smaller graphic assets came from Canva, then got composed into the tour.

The gist of the context file that did the most work, from my project's CLAUDE.md:

# Voice
- The site is narrated by Alfie and Tara, two dogs.
- They are proud of their house and their things.
- Everything listed passed their test. Say so plainly.
- Never use shop words: "premium", "collection", "curated".
- Short sentences. A dog would not write a long one.

The unlock was treating voice as architecture, not decoration. Once the rule “the dogs approve everything” became the narrator, every page structure decision answered itself. The tools were the easy part; the taste call was refusing the storefront template.