Pure Start
Web Design, 2023
Pure Start provides healthy, tasty, and pure smoothies and juices for schools and recreational centers that want to include healthier options for their consumers in order to increase revenue and promote healthy living.
Their aim is to support the Jesus for Asia mission by selling healthy products to local communities. They focus on providing products with natural and organic ingredients in a variety of ways.
My work included:
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Translating the brand into a website design
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Creating resonating and brand-based content
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Implementing a website that could grow with them as their products grew
Figma prototype of the website. Click on pages to cycle through the website.
Design opportunities
Solidifying the brand across the site, making it cohesive and accessible
Creating a CMS to easily add new products and flavors
Ensuring a seamless order flow for wholesale deliveries
I focused on creating a website whose brand and voice would accurately portray the main value of Pure Start as a healthy concession alternative.
Content Design
Before starting on the website, I worked with the client on creating content based on the company’s brand and values. I conducted and facilitated a content design workshop where we talked through the brand, the audience, and the products.
The Brand
Pure, Fast, Smart
The phrases and words that resonated for how Pure Start could be seen by others were that it’s a quick and simple solution for having a healthy drink. The client wanted to have the idea of satisfaction, that “finally we have an alternative”. It would be a smart choice for people to choose for their events, school, or community centers.
In order to have some approachability for the audience, the voice would be friendly and casual, almost conversational, as if it were speaking to the customer about the products.
The Audience
Pure Start primarily is focused on schools, universities, and recreational centers. Their secondary focus is on larger stores, like Walmart and Target, but they mainly want to get in via education and community places.
In general, the customer journey for the audience would be similar to each other:
Customer enters the website where the homepage shows that Pure Start can offer a new solution
Views the flavors and the types of products Pure Start offers
Go to Place an Order to download and fill out the order form and email form to Pure Start
Pure Start fills the order and the customer receives and sets up the product
The Products
All of the products use 3 main ingredients:
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Fresh fruit
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Cold press juice
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Coconut water
With this combination, Pure Start sells several products, and it was important that they be differentiated. Therefore, for each of the products, we wrote a simple description that highlights the value of that product.
For example, for the Smoothie Bites (pictured below) the description was "Grab a healthy snack to get you through the day".
Since there were more products, I also redesigned and updated the content on the order form.
New wholesale order form
Brand Statement
Pure Start provides healthy, tasty, and pure smoothies and juices for schools and recreational centers that want to include healthier options for their consumers in order to increase revenue and promote healthy living.
Web design
Once the content was finalized, I then moved on to implementing the content and brand onto the Wix website.
The architecture was simple, a home page, pages for the products, a contact page, and an order page. But I wanted to make sure colorfulness and playfulness were apparent.
I included mockups of fruit across the site, but especially in the homepage, and I added a light illustration background to each page to give it some branded texture.
Details of illustrations and mockups from the site
For the products, I created a simple hero image that included a mockup of the product and a splash of color and fruit. By including images of the fruits and strategically placed colors, I was able to translate the colorful and illustrative brand onto a practical website.
The final website incorporated the original branding in a cohesive, playful, and colorful website.
Figma prototype of the website. Click on pages to cycle through the website.
