2. 2
CONTENTS
Purpose of the Document
Where Do We Want to Go?
What Are Your Competitors Doing?
Who Are We Designing For?
What Do We Want to Visually Convey?
Visual Direction
Responsive Design
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3. 3
PURPOSE
To define LiquidLab’s visual style, essential to supporting the
organization’s commitment to improving the overall well-being of
individuals. Our goal is to deliver concepts that visually establish a
emotional connection with its intended audiences while distinguishing
LiquidLab as a leader in the industry.
5. 5
OBJECTIVE
To establish LiquidLab as the leader for healthy living options and
information for today's health conscious individuals.
STRATEGY
To convince anyone who wants to elevate their healthy lifestyles to use
LiquidLab by helping customers reach and surpass their health goals through
customized juice and smoothie services, healthy living tips and total body
health plans based on personal preferences, goals and tastes.
7. 7
Fun, modern and clean with pops
of vibrant color
Narrow and enclosed design lacks
vibrancy and excitement
Clean and simplistic design feels
cold and impersonal
Narrow and enclosed design feels
uninviting and clinical
Simple and clean design allows the
product imagery to create vibrancy
Whimsical and bright design feels
warm and inviting but lacks
sophistication
9. 9
RACHEL THOMAS
Rachel is health and nutrition conscious. She is interested in maintaining a
healthy and balanced diet. She’s already focusing on maintaining a diet of
whole foods, organics, and locally-sourced products whenever possible. She
already has some knowledge about the benefits of cold press juices, but
skeptical of the traditional restrictive juice cleanses offered by LiquidLab’s
competitors. Rachel is looking for and expects a service that will be customized
to her goals and tastes. She is looking for a healthier juice alternative that will
supplement her current healthy lifestyle, while being nutritious, tasty, and easy.
Primary
Lifestyle:
Professional, urban
dweller
Status:
Single with no children
Income:
$120,000 per year
Age:
35
10. 10
LESLIE WHITE
Leslie is looking to introduce healthier practices to her life, especially
through better nutrition. She has just joined a gym, started an exercise
program, and has been directed by her doctor to eat healthier. She is
looking to add fruits and vegetables to her diet in an easy, quick, and
accessible manner, but is not interested in meal replacements, fad diets,
or excessive restriction. She is open to being educated and looking for
tools to help her lead a healthier lifestyle without too much adaption or
interruption to her current life. She is interested in “tasty”, “easy” and
knowledge sharing.
Secondary
Lifestyle:
Professional, urban
dweller
Status:
Married with 1 child
Income:
$90,000 per year
Age:
45
11. 11
BRANDS YOUR AUDIENCES’
ADMIRE AND USE
Designs of brands that your audiences love
contain the following elements:
1. Immersive experiences with large
imagery and fonts
2. Interesting perspective product imagery
and authentic person imagery
3. Small memorable and unique details
4. Clean and simple design elements
12. 12
WHAT DO WE WANT TO CONVEY
VISUALLY?
Design Exploration
15. 15
HOW CAN WE VISUALLY CREATE APPEAL
AND INDICATE PURPOSE THROUGH
STRUCTURE, COLOR AND TYPE?
Visual Direction
16. 16
HOME PAGE
1. Dramatic hero space grabs attention
and expresses the brand and the
brand’s purpose.
2. Brand promise briefly showcases the
story.
3. “How it works” content helps users
understand how simple signing up is
and how juicing can easily be
integrated into the user’s everyday
lives.
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3
17. 17
HOME PAGE
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2
1. Large product shots showcase vibrancy
and purity of the juices with calls to
action to view all available products.
2. Testimonial content provides a human
element that helps users relate to the
brand.
3. More in depth information about the
brand with strong imagery helps users
better connect with the brand.
3
18. 18
HOME PAGE
1
2
1. Health blog content emphasizes the
healthy lifestyle and large imagery is
used to highlight the holistic approach
to healthy living.
2. Footer restates the main navigation
and provides links to company’s social
media accounts that help establish
communication between the brand its
consumers.
19. 19
PRODUCT LANDING PAGE
1. Smaller hero space helps orient users to
their current location on the site while
grabbing their attention.
2. Large product shots display the vibrancy
and purity of the juices.
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2
20. 20
PRODUCT DETAIL PAGE
1. Product hero space uses large imagery
and showcases the juices natural beauty
and vibrancy and includes clear calls to
action to add items to the cart.
2. Product information uses symmetric
information design to enhance
readability
3. Fun facts increase interaction with the
brand and makes users feel
knowledgeable increasing brand loyalty.
4. “More like this” content helps users find
other juices that they may be interested
in.
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21. 21
COLOR SCHEME
• Bright pinks represent vibrancy,
happiness and tastiness.
• Blues create a balance with the pink
and create a sense of calm and
sophistication.
• Purple represents balance and
quality.
24. 24
A balance of strong product images as well as their
ingredients will help immerse customers in the natural
elements that make your juices. The use of the lighter and
warmer colors and visual rhythm and movement create a
friendly and inviting experience. Font choices resemble
movement but are also highly legible in the browser.
VISUAL APPROACH
VIEW IN BROWSER (DESKTOP)
25. 25
HOW DOES THE EXPERIENCE CHANGE
FOR USERS VIEWING THE SITE ON THEIR
MOBILE DEVICES?
Responsive Design
31. 31
• Clean design with limited use of color
help users focus on product offerings.
• Simplistic design makes the products
more approachable but also less
exciting and “cold”.
• Non-responsive site results in a lost
opportunity to attract users on the go.
• Lack of story-telling leads to a boring
experience.
BLUE PRINT CLEANSE:
CLEAN AND APPROACHABLE
32. 32
• Narrow screen resolution makes the site
feel small and limited.
• Gray columns to the right and left of the
page dull the vibrancy that the site tries
to achieve with the oranges and greens.
• Lack of imagery on product pages
create a barrier to purchase.
• Small text makes information hard to
read on key conversion pages (e.g.,
product pages)
ORGANIC AVENUE:
DULL AND ENCLOSED
33. 33
• Few primary brand colors are utilized
but the use of colorful juice
photography creates vibrancy,
excitement and energy.
• Large san serif fonts make text
scannable, readable and creates an
overall trendy site.
• Large hero image on the homepage uses
interesting transitions that delight the
user and take advantage of the entire
viewport, creating an immersive
experience.
LIQUITERIA:
HANDCRAFTED AND FRESH
