As a cooking enthusiast myself, it was a pleasure for me to dive deep into the culinary landscape. I uncovered a surprising fact: no platform exclusively showcased recipes curated by top chefs. Understanding this market gap allowed me to tailor the design to meet the needs of culinary enthusiasts seeking expertly crafted dishes from successful chefs.
Crafting Let's Cook's brand identity was a process aimed at capturing the essence of culinarity. Considering color psychology, I selected hues that evoke warmth and appetite. Through careful font selection, I ensured readability while keeping the logo fun. Every element, from color palette to typography, was strategically chosen to resonate with the target audience.
Starting with a moodboard, I was able to quickly define the key color palette I wanted to use. I decided to go with bright and contrasting tones, and a slab-serif font for the headings.
I identified the main competitor and their key strenghts, weaknesses and features. This helped me further decide what the main CTAs on the website should be, as well as how to position the company itself in terms of its strenghts.
In the design system, I included everything from buttons to a typography scale, information about spacing, layouts for desktop and mobile responsiveness. This systematic approach usually speeds up the website development.
Aside from the necessary navigation, it was crucial to include professional photography, and curated content. I integrated the Subscription option inside the Homepage to make it easier for enthusiasts to get exclusive access to premium content and updates. I prioritized accessibility with visual appeal, utilizing the 8-point grid across the devices.
In a mobile-first digital world, where the target audience prefers cooking with their phones at a close distance, I had to ensure Let's Cook's responsive user experience across devices. The reading aspect was optimized for mobile viewing, by including images from every step of the cooking process and a readable typography. The mobile experience mirrored its desktop counterpart in functionality, allowing users to save and watch recipes on the go.
