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 artifact.
WHAT I KNEW
From the initial client meeting
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Their target users were the elite class.
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Their vision for the website was two-fold:
To assist salespeople in marketing their brand.
To provide a one-stop destination for everything organic.
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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:
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How might we establish Vedic Roots as a brand and not just a company?
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What makes up a luxury brand's website?
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How do we start building customer's trust towards the brand?
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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.
