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OVERVIEW

 

Assignment

After Hormel’s purchase of Saag’s, to redesign and re-brand the Saag’s website—including the art direction of its photography and packaging—in order to better communicate its bistro heritage and high-end products.

SOLUTION

Selecting a new set of typefaces, colors, voice, and imagery to completely reimagine Saag’s digital brand presence while launching a new website that emphasized narrative and engaged audiences to participate.

HORMEL/SAAGS

UX/UI
Art Direction
Visual Design
Branding

Art Director / Lead Designer
2015

 
Home Page (Desktop)

Home Page (Desktop)

Mobile Layouts

Mobile Layouts

Recipes Main Page: wireframes and visual translation for a more image-centric page that would hide the minimal amount of recipes at launch and emphasize user recipe-submissions.

Recipes Main Page: wireframes and visual translation for a more image-centric page that would hide the minimal amount of recipes at launch and emphasize user recipe-submissions.

Individual Recipe Page: considering the use-case of recipe readers, sections with varying lengths required rethinking architecture into a two-column layout, reducing scrolling and maximizing visibility on screen.

Individual Recipe Page: considering the use-case of recipe readers, sections with varying lengths required rethinking architecture into a two-column layout, reducing scrolling and maximizing visibility on screen.

Final Recipes Main Page and Recipes Individual Page

Final Recipes Main Page and Recipes Individual Page

UGC recipes: web concepts helped inform social media mini-campaigns

UGC recipes: web concepts helped inform social media mini-campaigns

The story behind Saag’s was highlighted in order to communicate the brand’s bistro history and high-end market positioning.

The story behind Saag’s was highlighted in order to communicate the brand’s bistro history and high-end market positioning.

The design language created for the website also informed a whole new look for Saag’s packaging for which much critical acclaim was received in some obscure corners of the design blogosphere.

The design language created for the website also informed a whole new look for Saag’s packaging for which much critical acclaim was received in some obscure corners of the design blogosphere.