Web Design Case Study: Vidalia Onions
Turning artisanal flavors into elegant visuals
The Vidalia Onion Committee needed a website refresh that reflected their sophisticated new brand, while capturing the attention of chefs, foodies, and farmers.
Their old site was dated and hard to navigate.
At the start of the project, the Vidalia Onion Committee came to us with a new logo and a brand vision: elegance, sophistication, artisan.
We knew that to introduce more chefs and foodies to the rich, complex flavors of the Vidalia onion, we had to understand its essence and turn that into something visual.
We took inspiration from contemporary southern imagery that evoked the sophistication of the onion while remaining faithful to its rustic Vidalia, GA roots.
UX / WIREFRAMING / PROCESS
When we began mapping out the user experience, we had to consider several different user groups who would be visiting the site:
- The growers and packers of Vidalia onions
- Chefs interested in the onion’s unique flavors
- Vidalia Onion Committee members
- Everyday foodies looking for new ways to experience the onion
To create a website that addressed the multitude of target audiences, we clearly delineated each group’s experience in our initial sitemap and information architecture exercises.
After defining the user experiences, we set about visualizing wireframes for each page.
Once the user experience and page layouts were thoroughly developed, it was time to bring everything together.