Feb 8, 2017 / / In Design, Food & Drink / Tags: culture, curry, food, health, ief, India, Indian, indo-european foods, joy, kohinoor, kohinoor joy, lifestyle, magazine, online, rebrand, recipe, redesign, website / Leave a comment
Kohinoor Foods is a brand of a larger parent company, Indo-European Foods. They are an Indian food specialist, with a product range spanning across cooking sauces, ready meals, rice and snacks. Their primary mantra is focused on bringing the authentic taste of India to the UK.
Kohinoor wanted to branch out into more than just food through their website. Essentially, the goal was to create a website, that wasn’t a website. The look and feel of the website moved away from a corporate site. The client wanted to encapsulate both their products and lifestyle in one easy hub.
Following various research and extensive demographic profiling, Thump wanted to create an online magazine for Kohinoor. With a large emphasis on food, the magazine also encompassed various aspects of health, lifestyle and culture. With the products bringing the taste of India to the UK, we wanted the website to incorporate other aspects of India.
Our philosophy was to base the foundation of this new hybrid website in expressing and inciting joy amongst the users. Combined with the backdrop of India, we created a website which is focused on ‘sharing the joy of India’, and indicated in the header of the website and social media. The typeface used for ‘joy’ encompasses a lively and friendly demeanour. The use of script creates a personal touch to an energetic font. The orange of ‘joy’ is a combination of the energy of red and the happiness and sunshine of yellow. Together, they create orange, which signifies enthusiasm, encouragement and stimulation.
The hybrid website is based on experience and sharing the stimulation of senses – just like the products. Therefore, we used the senses to uniquely categorise the various articles: savour, explore, aroma, harmony and connect.
Kohinoor Joy is an experience for an online community that manifests as a digital hub of content of all things Indian related. It is the one destination for the discovery of authentic Indian culture, food, stories, and traditions. The core values centre on authenticity, both cultural and social. The content of Kohinoor Joy is what fuels the community. Also, the interaction with Kohinoor Joy allows the community to grow and develop. This content is created by Thump, the client and also freelance bloggers and writers.
Alongside the Kohinoor Joy website, Thump also developed an Indo-European Food site. The IEF site encompassed all of the brands and products. The Kohinoor Joy and IEF websites are intrinsically linked. The creative design of the Indo-European Foods website also steered clear of an overly corporate site through animation, bright colours, food photography and a friendly tone of voice, in order to reflect both sides of the website.
If you would like to discuss your business’ website and how Thump can help, call us on 01638 663600.