Project Overview
Everyone loves blueberries - and we jumped at the chance to reinvigorate the consumer facing website for the Australian Blueberry Growers Association. Focusing on the luscious appeal of the delectable blueberry, we strove to create an online experience where the humble berry is the hero.
Structured around the three themes of 'Is Good', 'Does Good' and 'Tastes good', the site features lots of fascinating info, recipes, nutrition facts, and even nearby locations where you can pick your own.
Project Commissioner
Australian Blueberry Growers Association
Project Creator
Team
Senior Designer - Ashleigh Lennie
Project Manager - Fiona Doherty
Creative Director - Mack Nevill
Frontend Developers - Boyan Bratvanov, Matt Cordell
Backend Developers - Ryan Djurovich, Mark Seddon, Kim Wuestkamp
Project Brief
The Australian Blueberry Growers Association (ABGA) are the majority industry group for blueberry growers in Australia. The old website was a little dated, and they were after a new website that allowed them to better feature the luscious delight that is the blueberry, along with the valuable product information that their users were asking for – nutritional info, recipes, and how the berry-mad consumer can get their hands on some blueberries!
Project Need
Capitalise on the distinctive look of the blueberry:
The website features full-width and impactful images both on the homepage and all internal pages.
Speak to the audience:
The website reaches out to an audience who are health-conscious and are interested in the provenance of the food they serve their family. We cater to this audience in the look and feel of the website, as well as in highlighting content such as nutritional information, grower locations, grow and pick your own info, and recipes.
The typography style has purposely been chosen to reflect the friendly nature of the brand and this combined with the conversational tone of voice injects real personality into the messaging.
Blueberry tones, paper textures and the playful illustrative style have been carefully crafted to continue the organic feel that is highly complementary to the brand.
Driver user engagement:
Starting from a close understanding of the target audience, we developed a website experience designed to enhance the user engagement with the product. Social media has a strong presence on each page users can also comment on recipes, and submit their own berrylicious recipes to share.
Design Challenge
With no assets at the outset, we worked with ABGA to develop an understanding of the brand, and a refreshed visual style that would resonate with the brand and the audience. The look and feel of the website riffs off the natural, authentic and hand-grown nature of the industry, using a natural and woven texture to the background and a font style that evokes hand written recipes.
A key challenge was developing assets for the website that showcased the versatility and beauty of the humble blueberry. We helped set a photography direction for the fantastic photography that ABGA commissioned, with the berries front and centre in rustic and genuine settings. The featured recipes are a particular highlight.
We driver user engagement through social media integration, commenting on recipes and blog articles and submitting their own recipes to the website to share with others.
Sustainability
The project team were locally sourced, as were the blueberries consumed during the making of this website.
Digital Experience - Website
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
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