Indian Mart
Branding, UI-UX Design, Video
2017 , Pichkaari Design Studio
Team: Vikas Jaiswal, Malveena Ramchandani, Abhishek Kempraj, Prashanth Raghu
Overview:
Indian Mart is a website that provides the Indian food lovers in UK, raw materials used for Indian cooking. The task from our client was for us to enhance the experience and, encourage the user to stay on the website for longer. Along with this they also wanted a rebranding done.
Branding:
The logo uses a clean modern typeface called Josen Sans, combined with shapes of the arches we find in The famous Taj Mahal . The connection of the arm of letter ”n” and the stem of letter “t” makes the letter "n" stand out, setting it apart from similarly named brands.
Our aim was to design a complete brand experience that tells the story of the Indian Mart. Our visual language was created to compliment technology but at the same time not to overwhelm the consumer. We tried to bring out the feeling of trust, and hence used friendly and approachable aesthetics.
Logo iterations were made taking inspiration from awnings at the entrance of grocery stores. We took this another step forward by deriving the logo from the traditional Indian door decorations, commonly known as Toranand and paired it with the typeface Gill Sans.
In the other variations we tried to use a pestle and mortar which is used in all Indian households for spices and herbs. We also tried to use the dome of the Taj Mahal in some.
Wireframe:
For this we first started by understanding how different e-commerce websites work, doing research on what works and what is not required and, we also did a Huristic evaluation of the already existing website. We created the wireframes where we pointed out the main pages and the secondary pages that already existed and then concentrated on what we want to improve on.
After a lot of iterations we decided to introduce a recipe page, an Indian food culture page which has further been divided into region, festival and Fun fact. These pages were added mainly to make sure the user gets an overall experience.
To connect each individual recipe page to the product page, I created a way in which users could now select the ingredients they needed from the recipe page itself. The selected ingredients would then automatically be added to the cart. This created a seamless experience for people who were interested in Indian food cooking. The same way the Indian food culture pages were linked to the recipe page which in turn was linked to the product page.
For the visual design on the website, we kept it close to the Indian culture but at the same time we kept it clean and introduced a lot of visual and breathing space. We used simple line icons and had illustrations complimenting the images.
On the Left you have the Region food culture page, where you can see that the shapes of each state have been juxtaposed with the cuisine you find in that state. Where as on the Festival food culture page we have juxtaposed what the festival stands for, with the food we eat during the festival. You can also see the link to the recipe that is related to that region and festival.
Video:
The video was made in coloration with Raghavan Kumar and JW Marriot . To watch the video click here.
