Indie Bay
For Indie Bay, an award-winning snack brand known for its innovative and flavourful products, I was tasked with creating a cohesive visual identity and digital presence that reflected their playful, creative spirit while highlighting their premium quality.
I designed a logo that is modern, approachable, and memorable, capturing the fun personality of the brand while remaining versatile across different applications. To ensure consistency across all touchpoints, I developed comprehensive brand guidelines, covering colour palette, typography, imagery style, and tone of voice, providing a clear framework for how the brand should be expressed across packaging, marketing materials, and digital platforms. The website was designed to bring the brand to life online, showcasing their products, awards, and brand story in a way that is visually engaging and easy to navigate. Special attention was given to the user experience, with intuitive navigation, product highlights, and playful yet polished design elements that reflect Indie Bay’s unique character.
The project resulted in a cohesive, scalable identity system and digital platform that not only elevates the brand’s presence but also connects with both existing fans and new customers, reinforcing Indie Bay’s position as a standout innovator in the snack industry.
Branding
Web Design
Social media
Design process
1) Research / understand (analytics & User feedback)
2) Roadmap / Time management / Define
3) Ideate flows / Wire framing / hi designs
4) Prototyping & Testing (A/B test and internal testing)
5) Handoff to developers & Implement
6) Reiterate with data analytics and user feedback
User pain points via user interviews
Lack of nutritional information and ingredients transparency.
Insufficient product reviews and user feedback.
Complex and time-consuming checkout process.
Lack of exposure to socials and dull design
Market Trends
Increasing demand for healthy snacks due to rising health consciousness.
Growing preference for organic, vegan, and allergen-free options.
Emphasis on transparent labeling and ingredient sourcing.
Transparent Nutritional Information
• Provide comprehensive and easily accessible nutritional information for each snack product.
• Clearly display ingredient lists and allergen information to cater to specific dietary needs.
Build Trust and Transparency
• Emphasise social media tags and slogans
• Incorporate customer reviews and ratings for each snack product, allowing users to share their experiences and insights.
Sales increased by 22.2%
Due to the transparency of nutritional information and ingredients
Product pages views increased by 34.3%
Due to improved product reviews and user feedback
Social media followers rose by 18%
Due to social media tags exposure on the website
New visitors increased by 32%
Due to the visually appealing design & socials
Bounce rate dropped by 24.7%
Due to the simplified checkout process which resulted in a smoother and quicker transaction.
