+ EMPIRE MAYONNAISE
My second assignment of my junior year at the School of Visual Arts was to rethink the identity and improve the web presence of a company called Empire Mayonnaise. The company’s website was in need of an overhaul, so I decided to create a new website and rebrand Empire Mayonnaise entirely. I decided to use a contemporary scientific design aesthetic because of the complexity in their mayonnaise flavors.
+ LOGO VARIATIONS & CLEARSPACE
Empire Mayonnaise creates complex mayonnaise flavors that sell at a high price point. I wanted the logo to feel expensive, sophisticated, and to reflect the concept of an empire by using a crown motif as a main component of the logo form. I designed the logo to be flexible for a wide range of usage.
+ PACKAGE DESIGN
I wanted the package design to compliment the angularity of the brand elements. Instead of a traditional round jar, I was compelled to package the mayo in a square jar. In order to tie the package design into the scientific design concept, the cork sealing technology on the packaging reflects cork caps used for test tubes.
+ MAYO FLAVOR BLOBS
Each flavor is represented by a colorful 3D mayonnaise blob illustration accommodated by an angular line illustration.
+ HOME PAGE
The new Empire Mayonnaise website was designed to be easily navigated, getting the consumer to the product as fast as possible. The site was also designed to be a modular system, resulting in a responsive fluid website across devices.
+ MOBILE NAVIGATION
The mobile navigation can be triggered by tapping the hamburger menu icon. Instead of a traditional draw out menu consuming the screen, I created a linear navigation bar that shoots out of the hamburger icon. The shopping cart and checkout is nested within the navigation bar.
+ PRODUCTS PAGE
The goal of navigating the products page was for the experience to be as easy as possible, getting the consumer to the product quickly. I wanted the layout to be clean and digestible to the viewer for a simple, enjoyable mayonnaise shopping experience.
+ PRODUCT DETAIL PAGE
The products in the pdp are large, so that the user can appreciate the product before purchasing. Each product’s page will have a set of 3 images that show which foods the product best compliments.