Flour&Fork Case Study

Flour & Fork Case Study

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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Project Overview:

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

fresh ingredients

, and

culinary craftsmanship

Primary Objective:

Drive table reservations and event bookings

Secondary Objectives:

Showcase seasonal menus and highlight farm partnerships

Promote private dining and special event services

Establish Flour & Fork’s reputation as a leader in the farm-to-table dining experience

The Hero Section

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.

USP Section

The Next Section targets the secondary objectives with fantastic copy. The art direction and composition was iterated upon to find the right vibe.  

Hover to see current USP section

The composition utilised hierarchy through colour and using the logo as a graphical asset to leave white space.  Implementing an illustration style communicated a more approachable and

welcoming

vibe. 

Trust Building Section

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

Blog Section

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.

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