Natural Choice believed that everyone deserved to eat well and needed a new website that would tell their natural ingredient story on every level. Our team created a flexible, info-rich site that told their brand story through employee quotes and fresh content written by food experts, and inspired users with recipes and product info.
I had various roles on this collaborative project, but most important was making sure the concept came to life in an engaging and meaningful way. I led the design and story writing of the overall site, helped ensure the UX was smooth, established the photography direction, led photoshoots, and supervised the creation of the final style guide.
Products Page / We introduced the portfolio of products by speaking to their overall short and simple ingredients list.
Ingredients Page / We offered our user the ability to hear from trusted experts about ingredients used in the products.
Recipes & Ideas / We ideated, curated and shot a wide selection of recipes from food experts and trusted bloggers.
Recipe / Each recipe page included easy-to-read details as well as a module that spoke to an aspect of the ingredient story.