Design Direction

Nutraceuticals • FMCG • UI/UX• Compilation
falcon logo
On one hand, Haldiram's is a legacy brand of more than 85 years old serving India's pallette over a wide range of food products whereas on the other, Ace Blend is a recent market disruptor aimed at making daily nutrition accessible to everyone.
Dotted Line
Year
2022
Dotted Line
project involvement
Mid
Dotted Line
role played
Lead UI/UX Designer
Dotted Line
website status
Icon indicating that this info has an external link to it. Click/tap to proceed
In Development
Indian MotifDotted Line
brand problem

How do we change the brand's perception to meet the India of today?

‍

Indian MotifDotted Line
UI/UX problem
How might we showcase the brand's individual strengths to a wide group of people across different economic classes while making sure that the delivery of brand message ain't a hindrance to having an accessible website?
Illustration of cubes with text which says 'Disrupting the way modern fintech is built – for good!'
No items found.
Lead the team in creating a design system that encompasses and extends existing brand visual language. Worked with the team to ensure that IAs do justice to users as well as the brand
1. Worked on the menu hierarchy and its IA | 2. Adding typographic finesse to all purpose marketing banners | 3. Cross checking usability of designed components and suggesting edits
No items found.
Directing and co-creating a user flow to deliver a curated hyper local experience to consumers while helping achieve business goals at the same time
1. Showcasing people from today’s India from relatable current situations and not using stereotypical imagery | 2.Using a ‘plus’ icon for ‘add’ to speak more and stress less | 3.Introducing a curated product catalogue for Indian festivals
1. App push for promos and brand loyalists | 2. Showcasing Haldiram’s lesser known sub-brands to generate more brand awareness and recall | 3. Using recipes with Haldiram’s product nudges to help users feel connected
No items found.
Creating a two-tiered powerful menu aimed at product discovery doubling up to aid in creating a hyperlocal customized experience
Choosing a simple and conventional approach to designing filters to make sure that the design works for ‘Indians’ across varying geography and culture
Designing a cleaner product display page with all the main CTAs using a fresh green, psychologically to evoke a positive feeling
No items found.
an Indian motifDotted Line
TAkeaways

1. Industry myth of letting go of innovative designs for usability is only partially true. There are always ways of making a solution more accessible

2. Sometimes, the best way to design is by using conventions

3. Branded touchpoints is what makes a brand e-com website different than bigger marketplaces

an Indian motifDotted Line
credits

Creative Director :  Pritha Sahai

Lead UI/UX Designer :  Ashwinikumar Gupta

Jr. UI/UX Designer/s :  Kavisha Bhansali (Haldiams), Aatmi Dalal (Ace Blend)

Brand Lead :  Jal Chibber

Brand Partner :  Krish Shah

Jr. Creative Writer : Ashvita Sequiera

Lead Creative Writer : Purva Mehra (Ace Blend)

Next Project
or explore all projects
Meatigo
Please See
Falcon
Know more about me
portfolio 2019
LinkedIn-IconLinkedIn-Icon
BehanceBehance
InstagramInstagram
Powered by
WebflowWebflow