Halm’s Horseradish Website Design and Branding
Halm’s Horseradish provides a top-quality, sustainably-sourced alternative to highly processed food condiments.
The Halm’s site will provide information about their product, direct customers to retail outlets, and educate about the nutritional benefits of eating horseradish.
This boutique food startup needs to establish a brand and online presence that resonates with the modern bon vivant.
Primary Goals
Halm’s has a simple goal, to produce the world’s best horseradish sauce.
Created in small batches, their century-old family recipe is the perfect provision for a full course dinner or a weekday lunch.
I designed a minimalistic, responsive platform to ensure their products are easy to find and easy to purchase.
Process
DISCOVER
Competitive Analysis
Card Sort and Survey
DEFINE
Personas
Site Map
TEST
Useability Testing 1
Useability Testing 2
DESIGN
Style Guide
Visual Design
Competitive Analysis
I conducted a competitive analysis divided into two parts:
• Boutique condiments
• Horseradish products
The competitive analysis focused on:
• Brand identities
• Labeling conventions
• Style palettes
• Website structure
Card Sort and Survey
I conducted an open card sort with 20 participants to help define website labeling conventions and site structure.
Each participant completed a short survey at the end of the card sort exercise.
The test yielded strong patterns of user expectations, particularly relating to information on the history of the company, the quality of the products ingredients, and the environmental ethics of the business.
I used this feedback to devise a site structure and develop a consistent voice for the brand throughout the site.
Site Map
The site was built in alignment with the results of the card sort, user surveys, and competitive analysis.
Content is grouped into four primary categories:
• How To Buy
• Our Products
• About Us
• Contact
Each of these content areas addresses a common entry point for users and contains subpages with information relevant to the primary navigation item.
Style Guide and Label Design
Based on the vision of the founder and stylistic elements discovered during the competitive analysis, I developed a style guide and product labeling plan.
Brand colors and label structure are based on the Polish flag, the country of origin of the Halm’s family recipe.
Visual Mockup
I created visual mockups for the desktop and mobile versions of the site.
Next Steps
The Halm’s Horseradish website is currently under review by the business owners. I am developing a usability study to assess the current design, scheduled for June 2019. The final design will be submitted to engineers in the fall of 2019 with a projected launch date in early 2020 to coincide with the company’s first product release.