PROJECT REPORT:

Creating an Online Presence: A Case Study on the Website Design for an Organic Canned Tomato Brand.

ABSTRACT

This project delves into a company's mission to create a website presence for a produce brand centered around locally and organically grown tomatoes. Recognizing the unique differentiators within the canned tomatoes aisle, predominantly adorned with green labels, this Company strategically opted for blue-toned illustrations to create a visually striking packaging design. Building upon this branding success, a thorough analysis of competitors' websites in the organically-grown produce sector revealed a prevailing trend of warm-toned personalities resembling those found on store shelves.

Taking inspiration from the captivating blue-tinted illustrations featured on the cans, the company embarked on a website redesign project that aimed to effectively communicate the brand's story, mission, and product offerings. Through careful design choices, the new website sought to engage users, foster a sense of connection, and convey the compelling narrative behind the organic tomato brand.

About the Company.

Within the esteemed portfolio of a renowned canned food production Parent Company, the Organic Tomato Company (referred to as "OTC") emerged as the first organic, locally-grown product. With the need to establish an online presence, OTC aimed to showcase its unique differentiating factor and become a staple ingredient in the home.

To create a compelling brand, OTC meticulously evaluated the packaging designs of competing brands currently present on store shelves. Recognizing the prevalence of warm-toned greens in label packaging, OTC made a strategic decision to embrace blue-toned illustrations, effectively setting itself apart in the marketplace. This distinctive choice served as the catalyst for the brand's overall identity.

*Note: due to proprietary information, images have been replaced with similar instances, and any identifying content has been replaced with lorem ipsum text

Goals & Pain Points.

Primary Goals:

Prepare for an online presence that did not currently exist
Apply the same methodologies from packaging design to website design, thus evolving the brand identity further.
Prioritize the storytelling aspect and leverage the brand's unique narrative

Pain Points:

A need to differentiate and separate OTC's brand identity from the Parent Company
A need to differentiate and separate OTC's brand from competitors
No online presence or identity
Quick turnaround for publication

Project Challenges.

With the absence of an existing website presence, it was essential to identify which information was required to establish a valuable online presence for the OTC. In this process, it became apparent that there was a lack of a coherent branding strategy, and the limited branding that did exist was primarily a byproduct of the labeling strategy. Consequently, the brand exhibited immaturity and inconsistency. Compounding these challenges were issues related to ADA compliance and the seamless transition of print materials to the digital space.

Thoroughly reviewing OTC's existing marketing documentation, everything from label design strategy to previous digital agency-driven social campaigns, revealed that the growers — the local farms supplying organic roma tomatoes — represented the only consistent and compelling narrative. This unique aspect also served as the principal differentiating factor from OTC's parent company, which predominantly outsourced its produce.

Approach / Methodologies.

UX Goals:

For the duration of the the website project, the product itself had not launched in stores, therefore we had zero customer research or data to use. Since the OTC had no desire to reflect its Parent Company, we were also forced to forgo any user data that could have come from that avenue.

In the absence of customer feedback, our research approach centered around competitive analysis. Through an in-depth review of top organic tomato and organic produce competitors, we discovered the same color theory that existed for the in-store labels was also relevant to website presence. "Organic" was realized to be emphasized by colors and images of similar thematic aesthetics without any deviation.

To overcome the absence of customer data and capitalize on opportunities identified through competitive analysis, we adopted a Best Practice approach, leveraging standard guidelines for website design. This methodology allowed us to establish a solid foundation for user experience while incorporating design experimentation to enhance the overall website aesthetics.

Brand Design:

My primary design objective was twofold: offering a unique perspective on highlighting "Organic" and integrating color methodologies consistent with the labeling strategy.

Conventionally, "Organic" aesthetics often evoke images of earth, soil, and vibrant warm colors associated with seedling growth. However, driven by our desire to celebrate the hardworking individuals behind our local growers, we sought to redefine the concept of "organic" by focusing on the authenticity of our farms. To achieve this, OTC visited multiple grower farms, capturing unscripted moments through photography. By intentionally avoiding staged or overly produced imagery, we effectively showcased the organic authenticity embedded within the growers, tomatoes, and farms.

In a more subtle manner, I incorporated shapes symbolic of leaves growing on vines, employing curved corners that elegantly cascaded horizontally across the page. Furthermore, I utilized shades of blue derived from the illustrative labels, symbolizing the vibrancy of spring growth against a blue sky backdrop. It was also important to choose images that were not mono-toned and reflected our consistent color theory. By incorporating the appropriate amount of white space and breathing room, our website design avoided overcrowding and surpassed the popular organic aesthetics, allowing the authentic imagery to take center stage where it mattered most.