Being a vegan brand we wanted to stick to aesthetic of plant based. This meant using more greens and yellows, that was incorporated through the brand’s existing logo. The images selected for the website were aesthetic with many colours but that showcased vegan food or plants.
Putting images and illustrations could make the site look very cluttered. To try and keep the site minimal a lot of breathing space was given. In order to still make it feel that the space is not wasted, elements were introduced within the brand scheme. These were elements that resembles leaves and plants.
In order to make the website more lively, subtle animations were used, like hover and pop effects on CTA’s, smooth transitions and feedback animations. This also included element movement animations to enhance the website’s overall feel and flow.