Praz
A complete brand overhaul with an eye-catching website and social media campaigns
Praz aimed to rebrand and optimize their webshop to make ordering healthy meals quick and effortless for everyone. The goal was to build a community-focused web experience that guides its users based on their personal fitness goals.
My role
Designing a sleek new e-commerce website, creating engaging social media content and ads, producing email marketing campaigns, and assisting with new meal photoshoots. In addition to that, I also contributed by creating print collateral (branded water bottles, caps, shirts, cards), posters and billboards, reimagined packaging design.
Project type
Full Brand Redesign & E-commerce Development; I collaborated with the development team to achieve the best digital experience. The team built the e-commerce platform using Magento, Storyblok CMS, and Next.js, implementing AI personalization through Squeezely for tailored product recommendations.
Team
Gracious Agency (Part of Happy Horizon)
Business Goal
Praz's main goal was to expand their community, beyond bodybuilders, to a wider fitness audience, establish a recognizable visual identity, optimize the webshop experience, and create engaging social media content to build brand awareness across all fitness levels.
User Impact Goal
The main goal was to make healthy living accessible and stress-free for everyone, regardless of fitness level. Users can easily find meal options and ingredients that match their lifestyle and dietary needs, positioning Praz as a lifestyle brand rather than just a food company.
Design process
My approach centered on designing a seamless user journey that removed barriers to healthy living, and allowing users to effortlessly browse, customize, and purchase products tailored to their individual wellness needs and dietary preferences. Here's how I approached it:
01/ Research & Ideation
Researching competition, current trends and inspiration as well as setting clear brand guidelines. We’ve defined basic information architecture and analyzed which webshop pages need more refinement.
02/ Wireframes and flows
With a tight 3-month deadline for the website redesign, development, and rebrand, we immediately created high-fidelity prototypes in stages. The designs included a fitness-focused homepage, product pages, complete checkout flow, account management, policy pages, and dedicated athlete section.
03/ Final designs
We developed a comprehensive design system with custom symbols, icons, and a structured UI library built on atomic design principles. The final design prioritized intuitive user experience through clear navigation, strategic action placement, and thoughtful interactions. Every detail was crafted to enhance engagement and create an enjoyable design-to-purchase journey.
04/ Implementation and optimizing
I collaborated with development and marketing teams to create a fast, data-driven website. We optimized the mega menu, discount pop-ups, navigation, and search functionality while reducing user friction by streamlining cart notifications and other interaction points to enhance the overall user experience.
05/ E-mail marketing designs
Email marketing is organized around key events and marketing funnels, tailored to buyer stages from brand introductions to promotions like Black Friday. All newsletters are designed for desktop and mobile in close collaboration with the marketing team.
06/ Packaging design buddy
I assisted with CMYK and spot color selection, conducted design reviews for large meal packaging boxes, and provided design support for individual meal packaging. I also performed quality control checks to ensure accurate information and consistency across all packaging materials.
07/ Print materials
I worked on print materials that encompassed branded merchandise including t-shirts, bottles, and tote bags, promotional items like thank you cards and mirror stickers, plus outdoor advertising through vehicle decals, billboards, and posters.
08/ Brand guidelines
I developed comprehensive brand guidelines covering visual identity, typography, colors, photography, motion design, UI components, email templates, packaging, promotional merchandise, usage restrictions, and company standards.
09/ Advertising
We developed paid and social media campaigns with both animated and static content across the launchttt, awareness, consideration, and conversion stages. All materials, including newsletters designed for desktop and mobile, were created in close collaboration with the marketing team to maximize engagement.
10/ Photo shoots art direction
I provided art direction and prop design for product photoshoots, created set sketches, defined lighting and composition, sourced props, prepared purchase lists, and assisted on-site during shoots.
Round Up
This project was all about making healthy fitness meals accessible for everyone. By focusing on clear and simple solutions, I helped build a product that people enjoy using. If you’re looking for a designer who can create goal focused, straightforward, user-friendly experiences, I’d love to talk further.
You tried so hard and got so far... so let’s connect
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