Designed and delivered web experience for a nascent luxury organic food brand

Tools
 

Sketch

Adobe Illustrator

Adobe Photoshop

My Role
 

UI/UX Design

Client Engagement Project Delivery

Team
 

Account Manager

Content Writer

Front End Developers

Launch Date
 

August 2017

PROJECT BRIEF

Vedic Roots is a premium organic food startup targeting the elite class and potential franchisers. The project was to design their online visual identity and experience for the website. At the time, this website was the company's sole marketing artifac​t.

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WHAT I KNEW

From the initial client meeting

  • Their target users were the elite class.

  • Their vision for the website was two-fold:

To assist salespeople in marketing their brand.

To provide a one-stop destination for everything organic.

  • They were also actively looking for any potential franchisers as a part of their business model.

DESIGN PROCESS

COMPETITIVE ANALYSIS

According to their market analysis, Vedic Roots was the only luxury brand for organic food in India. In order to conduct website research, I analyzed both Organic Food Brands and Luxury Brands. My research directed me to ask the following questions:

  • How might we establish Vedic Roots as a brand and not just a company?

  • What makes up a luxury brand's website?

  • How do we start building customer's trust towards the brand?

  • What makes Vedic Roots different from other organic brands?

 

Website analysis of luxury and organic brands 

INSIGHTS AND GOALS

Based on my research and client meetings, I reflected on the following insights to design the website:

 Experience 
Vedic Roots is not just an e-commerce company, but a luxury experience. The aim was for the users to feel the same while scrolling through the website. 
 

 Elegance 
Focus on content to make the brand elegant.
 

 Authenticity 
An elaborate 'About' section that contains the company's values and mission. A dedicated background/behind the scenes for authenticity.
 

 Unique 
Product page to be distinct from a typical online retail company, reflecting the whole experience the brand provides. 

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SITE MAP

WIREFRAMES