The Flavourists were a new startup food product offering a range of flavour and sauce kits, which were all plant-based. In conjunction with the Samworth Brothers, who put together the brand positioning work, I was tasked with translating a visually engaging but print-first brand into something that would work within a digital setting and be driven by a CMS, all without losing the vibrancy and dynamism of the brand itself. 

Several different aspects had to be considered and balanced against the objective of the business, to sell its product, and also push its social and brand values, such as being carbon-neutral and its ambitions to help environmental initiatives, such as cleaner oceans and less pollution. The focus was on the product, however, and they took centre stage. 

Through the creation of a set of user flows, site architecture and wireframes, we were able to ensure that we prioritised the right business objectives with the correct level of emphasis throughout the journey of the site. Being a new product to market, the key driver was to ensure the flavour and value of the product were made clear to users. Another key product/business-centric goal was to share how the flavour kits could be turned into delicious meals and showcase their nutritional value in a user-friendly way without overwhelming the site with numbers. As the kits were all plant-based, this was one of the key selling points that needed to be captured.