The only brand asset Baking Mad had prior to our redesign was their logo. So my first job was to establish the brand’s visual language. I started off by producing style tiles to try and capture the brand’s personality. I came up with three options – classic kitsch, cake shop and retro cookbook. The process was really fun and well received by the client, and retro cookbook was chosen.
The style tiles enabled me to quickly and easily define visual languages, including clear typography systems and colour palettes for each, and the variety and choice it gave the client meant that they could drive the new direction.
The chosen option has a warm feel and is complimented by subtle touches like hand-drawn iconography.
With the homepage, we wanted to do something quite different and groundbreaking. Baking Mad has a library of over 2000 recipes, and we wanted to make the homepage a really direct, streamlined way to access them. It’s focused around an full width grid and dynamic search that updates in real time as the user filters down to what they want. I wanted the grid to have an eclectic feel to engage the user, with recipe content mixed with promotions and other areas of interest.
The recipe page
Probably the most important page on the site, the recipe page had to be designed to work hard. One of our key challenges was balancing the need to do something innovative with making sure we weren’t moving too far away from convention.
Another challenge was how to display the main feature image for the recipe page. ‘Food porn’ imagery is a key component in making the recipes appealing, but the solution had to work across all of their 2000+ recipes – all quite different in size, so I designed a number of different form factors.
In the end the square option was chosen as it was the most versatile.
To make our recipe page innovative, we came up with ‘Bake mode’ – a truly unique feature that allowed the user to switch between the more traditional ‘classic’ recipe view and this full screen, step-by-step mode.
It was driven by user insight that showed a large number of bakers now read recipes on their tablets when baking, so bake mode allows them to easily swipe left and right between steps. The large, colourful typographic treatment that I gave each step allows the content to be easily digested (excuse the punn).