web original food

There needs to be some form of web element when designing the identity for a food brand in general. This is due to the web being another portal in which a potential customer can interact with the brand.. and another way in which the brand can interact with the customers . especially in the sense of a delivery service.. which would make the brand different from others fast food restaurants.

From a design perspective i wanted the design of the web element to encompass the already evolving identity of the brand.. keeping a clean.. but image based identity . in which food is the focus.. of the imagery.. it will be be important to also highlight sustainability aspect of the brand through the web element.. and add other dimensions to the brand as a whole.. instead of simply a fast food restaurant.

The complete image on the design board. The imagery used in the background is representative of the food served buy the orignal food company.. i have also tried to keep the identity of the packaging.. using a clipping mask of a brown paper back as a highlighter for the header text, as well as some of the roll over details. 

the main header options on the web site are shown above.. sustainability.. is crucial in pushing forward the brand ethos.

example of how i have used texture to create depth on the page as well as keeping true to the identity. 

again use of imagery, which is really quite un recognisable as an entire image.. but it gives the idea of a home cooked fresh dish.. something that is representative of the brand ethos. 

Looking at highlighting the logo.. adjusting the image behind the logo to highight the black is important..

The two final images.. looking at completely filling the screen with image.. i think works the strongest due to putting extra focus on the food imagery and thus pushing the purpose of the website. from a typographic point of view i wanted to stay true to brand and consistant.. the colour scheme is directed by the imagery of the food bar black and white type and texture of the bag which is designed to add texture.