Frischekiste

The company was founded without a brand identity in mind. The website was also not designed in an engaging way and, being their main sales channel, it needed to be improved.

In a brand workshop, we developed the core of the brand, which included the mission, vision and values. After this workshop with the business owners, I developed a brand identity that reflected the core of the brand. This included colours, fonts and icons, as well as tone of voice and communication guidelines.

I further translated this identity to their website. Since the website tool they were using didn’t offer any options to change colours, layouts etc., I made all design changes using CSS.

When designing the homepage I paid a lot of attention to improving the flow of the page. I broke up the long blocks of text stretching the full page into smaller, more digestible blocks to ease readability. I reduced the presented products from a random selection to bestsellers that have a higher chance of ending up in visitors baskets. I further exchanged the AI generated images for real photographs to enhance the realness and freshness of the products on sale.

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At the bottom of the page I also included a newsletter sign up form making it easy for (potential) customers to sign up and stay informed.

This allowed us to create a better user experience, following a clear structure and making it easy to navigate. Adapting the brand identity also helped bring the brand to life and make the website more appealing and friendlier.

When we started working together, Frischekiste.Bio did not send out a newsletter and therefore didn’t have a channel to keep customers and potential customer informed and connected to their brand.

I set up Klaviyo as a newsletter tool and started sending a weekly newsletter containing relevant and useful information about their products and business.

From information about products (e.g. ‘How to store tomatoes properly’) and preparation advice to seasonal recipes and sustainability tips, I have provided readers with interesting information, thus creating a deeper connection to the brand and increased their willingness to buy.

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When I started working with the business, they had already set up an Instagram account which contained only a few poorly lit images of some of their products that didn’t look very appealing.

I developed a content plan, focussing on their products without making it a sales channel. Instead, the focus was on offering added value and providing followers with relevant content.

The plan was to highlight certain products or product groups on a weekly basis and create content to go with them. For example, when courgettes were in season in summer, I published posts with recipe ideas, storage tips and nutritional information.

Further, the content plan also included posts around the topic of organic food. The goal was to educate followers and explain what organic means and why it’s beneficial to buy organic food items.

This approach not only added structure and quality to the account, but also offered followers real added value and promoted trust in the brand.

The goal was to develop a Christmas card to thank customers for their support. The card was supposed to be eye-catching, friendly and true to the brand - a card that doesn’t end up in the bin, but perhaps gets pinned to the fridge as a subliminal reminder to order again.

To maintain the playful and inviting style of the brand, I created numerous Christmas icons and developed a design that fulfilled these requirements. The end result was a fun and inviting card that the customers were happy to receive.