Freshly Dropped
An e-commerce website for meal kit delivery service
I designed an e-commerce site for a hypothetical client, Freshly Dropped, to showcase the company’s mission to deliver high-quality meal kits and a stress-free online ordering experience.
The brand is earnest, simple, and clean, and I wanted the web design to communicate a sense of sincerity and serenity, while still effectively guiding the users through the information at hand.
The current landscape
The way we live has changed drastically over the past few years.
The meal-kit industry, especially, exploded in popularity in response to lockdown measures. Given the unique opportunity for delivery services that came alongside the pandemic, it’s no surprise that there was a 50% increase in meal kits ordered before and after 2020. In a survey by the NPD Group- a market research firm- 82% of respondents said the pandemic played a role in subscribing to meal kits, and nearly half said it was due to restaurant closures during lockdowns.
What does the current business scene of the meal kit delivery services look like?
1. It’s competitive.
Many companies taking different approaches to it, trying to accommodate all types of needs through different services and value adds. Companies are constantly expanding to accommodate more diverse dietary choices. Recently several companies decided to expand to include items such as snacks and wine as well.
2. It varies.
There is no one size fits all solution. There are many reasons why an individual would subscribe to a meal kit delivery service. it may be an essential worker that doesn’t have time, it may be a mother trying to feed a large family, or someone with strict dietary restrictions looking for diversity in meal planning.
3. It’s driven by our desire to be healthier.
This study identifies the increasing awareness among consumers about the consumption of nutritious and healthy meals as one of the prime reasons driving the meal kit delivery services market growth during the next few years.
Understanding the audience
Competitor analysis
To survey the current landscape of the meal kit delivery, I reviewed several market leaders. I tried to select a wide range of approaches with different target demographics to get a more holistic understanding.
I thoroughly reviewed their websites and jot down all of the key impressions. I wanted to understand what approach they’ve taken, what their target demographic is, what is their key differentiation & value proposition, what their price ranges are, what their tone & voice is like, and how they achieved them.
User persona & user journey mapping
Mike is a 22-year-old student that works as a barista at a local coffee shop while he finishes his graduate degree. Over the pandemic, he’s gained an interest in cooking. He is also trying to cut his bad habit of ordering takeout, so he is interested in trying a meal kit delivery service to achieve his goals.
Chloe is a 34-year-old marketing director that lives a cosmopolitan life with a busy social schedule. She is going through a lot of grand changes in life. She just got a promotion at her company that comes with more responsibilities and moved into her own apartment over the pandemic. Chloe is looking for some relief in her busy schedule.
Concept
development
I developed a style guide to maintain consistency and brand cohesion.
I primarily used earth tones and neutral colors to reflect the brands association with nature and authentic environments.
Illustration style
I wanted to use simple line illustrations to emotionally connect with the users and convey a sense of sincerity.
I used Adobe Illustrator to draw out some images that corresponded to a more wholesome lifestyle. Colors are used to stay consistent with the style guide.
Final Look
Packaging
design
I used Adobe Photoshop to create mockups of a Freshly Dropped delivery box. I designed two versions: one with a tagline and illustrations, and a simpler one with just the brand logo.