Everybody loves a bit of delicious and Abel&Cole deliver it direct to your door, so all they needed was a user experience that was less like banging a wonky trolley around Tesco, and more like taking a stroll to the farmers market, holding hands, having a chat and being treated like a valued customer.
We simplified the online shopping experience to make it easier for the regulars to explore the site and created a modular homepage designed to whet appetites. We gave control of the content to Abel&Cole so they could react quickly to changing seasonal needs.
Nobody wants a picnic when it’s raining so their in-house online team can upload pictures of soul-warming soups throughout winter and switch to salads once summer arrives. We called it designing for ‘Appetite Appeal’ and it was very effective.
We created a website that did justice to Abel&Cole; we worked closely with their brand developers to make sure everything we made was in keeping with their ethos, we kept the photography homely and authentic and we made sure the message was clear: eat this stuff – it’s really nice.