01
Challenge
Traditional food brands struggle to compete digitally without losing their authenticity. The design needed to feel rooted and genuine, not over-engineered.
All work
WebCase Study 11
Food & Beverage / FMCG
Dhauladhar Pickles
Timeline
Brand website design
Role
UX Design, Brand Storytelling, Visual Direction
Outcomes
Authentic brand narrativeModern yet traditional feelStronger shelf presence online
A digital presence for a Himalayan pickle brand rooted in tradition — designed to honour artisanal heritage while connecting with modern, health-conscious consumers.
Synopsis
The problem worth solving
Heritage food brands face a tension: staying authentic for loyal customers while reaching digitally native, health-conscious urban consumers who care about provenance. The design couldn't feel too polished or it would lose authenticity.
Design Process
01
Discovery
Researched brand heritage, Himalayan farming culture, and modern organic food buyer behaviour
02
Define
Identified two audiences: loyal local buyers and new urban health-conscious consumers
03
Ideate
Explored earthy, handcrafted, and editorial visual directions rooted in regional identity
04
Design
Built storytelling-first layouts with artisanal texture, provenance maps, and founder narrative
05
Test
Validated brand authenticity with target consumer panels across both audience segments
06
Ship
Delivered a Webflow-ready design with product photography direction guidelines
Research Insights
01
Urban organic food buyers rank provenance and ingredient transparency as top purchase drivers
02
Heritage brands that show the human story behind the product see 2× higher engagement than product-first sites
03
Overly polished design signals for traditional food brands reduces perceived authenticity
04
Recipe content and usage suggestions increase average order value on food e-commerce platforms
Empathy Map
Says
“I want to know where this actually comes from”
“Is it genuinely organic or just labelled that way?”
“I'd love to try something regional and authentic”
Thinks
“Is this brand as traditional as it claims?”
“Will my family actually enjoy this?”
Does
“Reads ingredient lists carefully”
“Follows food bloggers for product discovery”
“Prefers brands with a visible face behind them”
Feels
“Curious about regional food stories”
“Distrustful of generic organic labelling”
“Nostalgic for traditional flavours they grew up with”
User Persona
DR
Deepika Rawat
35 · Product manager, urban professional
Goals
- Find genuinely organic products she can trust
- Support small regional food producers
- Discover authentic Himalayan flavours for her family
Frustrations
- Too many 'organic' brands with no real story or verification
- Generic food websites that feel mass-produced
- No sense of the people behind the brand
Their words
“I want to feel the mountains when I open the jar.”
User Stories
#01
As a health-conscious consumer, I want to see the sourcing and farming story so I can trust the product is genuinely organic.
#02
As a food explorer, I want recipe suggestions so I know how to use products I've never tried before.
#03
As an online shopper, I want easy browsing by product type and flavour so I can discover new products without feeling lost.
#04
As a gifting buyer, I want curated gift sets so I can share these regional products as thoughtful presents.
User Journey Map
Discovery
neutralActions
Found brand via food blogger post
Visited website
Pain points
Homepage didn't immediately communicate the Himalayan story
Story
neutralActions
Read about section
Scrolled through farming imagery
Pain points
Images felt stock-like rather than authentic
Product Browse
positiveActions
Browsed pickle range
Read product descriptions
Pain points
No recipe suggestions or usage guidance on product pages
Purchase
positiveActions
Added to cart
Completed checkout
Pain points
Delivery timeline for Himalayan region was unclear
How Might We
How might we make the Himalayan provenance story feel real and visceral, not just a marketing line?
How might we help urban consumers discover regional flavours they've never encountered before?
How might we build trust through transparency without looking too corporate?
Problem Statement
Heritage food brands struggle to reach urban organic consumers because their digital presence either loses authentic character or fails to meet modern e-commerce expectations.
Hypothesis
If we lead with the human and geographic story behind the product — rather than the product itself — urban buyers will trust the brand and convert at higher rates.
Value Propositions
01
Provenance Storytelling
Origin maps, farmer portraits, and harvest photography that make the product's journey tangible.
02
Flavour Discovery
Guided browsing by taste profile and use case for consumers new to Himalayan cuisine.
03
Artisanal Texture
Visual design that feels handcrafted — because the products are.
04
Recipe Integration
Usage ideas and recipes embedded in product pages to increase basket size and loyalty.
Competitive Scan
Or
Organic India
Strong national distribution
Certified organic credibility
24
24 Mantra
Wide product range
Retail presence alongside online
Lo
Local pickle brands
Hyper-authentic positioning
Community loyalty in home region
User Flows
Product Discovery Flow
Homepage story
Product category
Product page with recipe
Add to cart
Checkout
Gift Set Flow
Homepage
Gifting section
Curated set selection
Personalisation option
Checkout
Behind the work
Design decisions
02
Approach
I used earthy textures, handcrafted visual details, and storytelling-first layouts that walk users through the origin, process, and values of the brand.
03
Result
The site gives Dhauladhar a digital identity that honours its roots while reaching modern audiences who value authenticity and provenance.
Deliverables
01Brand website
02Storytelling layouts
03Visual identity integration
04Product photography direction
Focus areas
Heritage storytellingOrganic brand feel
Project type
Food & Beverage / FMCG
Timeline
Brand website design
Deliverables
4 items
Platform
Web