Great Websites. Quality Uncompromised.
As the simulated client already had branding and copy in place, this case study will show how I adhered to the brief, and made design decisions for each section.
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Create a
welcoming
,
community-focused
website for Flour & Fork, a farm-to-table restaurant that emphasizes
seasonal
,
locally-sourced ingredients
. The design should evoke a sense of
warmth
, while highlighting the restaurant’s
commitment to sustainabilit
y,
fresh ingredients
, and
culinary craftsmanship
.
Drive table reservations and event bookings
Promote private dining and special event services
Establish Flour & Fork’s reputation as a leader in the farm-to-table dining experience
After experimenting it became clear the hero section needed to show the location, as ultimately the first message visitors need confirmation of is that this is a restaurant.
Hover to see current Hero section
Using the logo, I created a visual hierarchy lead the user’s eye to the centre first, then using white to lead the eye to the copy, and finally allowing the eye to wander left - using the brand colours I subtly overlaid translucent orange, giving the impression of
warmth
to the restaurant
.
Both of the hero CTAs have been utilised to implement the primary objective of driving table reservations and event bookings.
The objectives have already been communicated - but it is important for a cohesive design to continue with consistency, reiterating the message of flour & fork throughout the website.
Hover to see current Testimonials section
The testimonials sections is a great section to target
welcoming
and
community
.
Simple cross patterns are found in organic settings - wicker baskets, burlap sacks, traditional picnic blankets. I experimented with the logo to create a background asset. These all have
sustainable
connotations.
Hover to see current Blog section
The background contrast was too high. To create less user attention I decreased opacity. in order to make the design more cohesive I brought back to 2px stroke width around this section.
Keeping it simple here.
Brand colours, this composition worked best, using white for high contrast so the section gets attention.
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Great Websites. Quality Uncompromised.
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