Nestlé

Fig 1.1

Refocusing a disparate identity

A key challenge was align the Just Right visual identity across all customer touchpoints, from the digital experience to product packaging.

To this end I developed a colour scheme and typographic approach that could be used for all design applications, with accessibility a key consideration.

Fig 1.2

Creating a friendly, confident tone

Every aspect of the new aesthetic was carefully chosen to give a friendly, relaxed tone without lessening any sense of confidence and authority.

Hence the softened, rounded UI elements combined with a precise and sharp body typeface, the high-def photography combined with well-engineered iconography. The result is a spacious, reassuring experience.

Fig 1.3

A narrative-based user experience

The work I undertook on the UX aspects of the user journey was focused on removing friction and telling a compelling story.

A friendly, helpful brand voice was developed to provide useful, contextual tips, and extra care was made to skip straight to the info that user research told us customers wanted to know up front.

In addition to this, each page was crafted to follow a clear narrative path, to establish trust and establish a sense of order and purpose.