“There is beauty and grace in simplicity.” – Susan Powers
An established raw chef, Susan Powers had a website with over 300 recipes and a thriving community of raw foodists branded as Rawmazing. The time had come to pivot and include cooked recipes as well. She came to us for help rejuvenating the brand identity and strategizing on how to approach her pivot with her messaging. Along the way we built her a custom responsive website complete with a filterable recipe navigator and a shop full of affiliate products.
We Lent Our Expertise On…
- Visual Brand Identity
- Brand Storytelling
- Website Design & Development
- Print Design
Logo & Visual Brand Identity
Clean eating is what Susan Powers is all about. For her logo and visual brand identity, we wanted to convey feelings of sophistication to match the expertise that Susan Powers brings to all of her recipes. We were drawn to the veins in leafy greens and used that idea to inspire us in the various versions of her logo.
As always, we provided a Visual Branding Guide including rules governing correct logo usage, a brand color scheme, and coordinating typography. Pairing cool greens and purple tones for her brand identity gives her overall look the feeling of serenity you might get from spending the day in nature.
How can a primarily raw food recipe website with a large, engaged community pivot to include cooked food without losing credibility? This was the perplexing question at hand. We teased out simple messaging to communicate the pivot while retaining the brand’s devotion to a healthy, plant-based lifestyle.
Your whole food, plant-based life.
From Raw to Cooked… Rawmazing
Responsive Website Design & Development
With over 300 recipes, it was easy to get lost in Rawmazing’s existing site. We introduced a custom taxonomy to organize the recipes by season, category, and type. The primary source of income for this business was from affiliate marketing. To promote products, we introduced a product custom post type with a short description of what was recommended and an affiliate link to purchase. These products were connected to appropriate recipes so that products automatically showed up on the front-end for easy purchase.
To ensure visitors could find the perfect recipe, we built out a filterable recipe index that loads recipes by AJAX for instant gratification. As always, our website design and development was fully responsive; the site works great on modern devices of all screen sizes.
Downloadable Pantry List Design
An engaged mailing list is an invaluable asset for any online business. To reward new subscribers, we created a printable, downloadable pantry list with checkboxes for easy shopping.