The Food Doctor
Fresh Flavours: Crafting a New Digital Identity
Industry
Health food and nutritional supplement
Tools used
Sketch, Adobe XD, Illustrator, Photoshop, Wrike
Overview
Fresh Look, Fast Launch
Following a full brand refresh, The Food Doctor needed a complete relaunch across all digital platforms. I joined the team from the ground up, leading early design concepts and wireframing sessions through to final design and launch.
My focus was on delivering a clean, modern UI/UX that reflected the new brand identity while improving the overall user experience. Working in close collaboration with the brand manager, we ensured the digital design stayed true to the brand's essence while still pushing creative boundaries.
In under four months, we successfully launched a fully redesigned website, balancing speed, creativity, and clarity to deliver a fresh, cohesive digital presence.
Visited the client for a collaborative design session, presenting early concepts and ideas. The session focused on understanding their brand identity, business objectives, and long-term goals for the website—laying the foundation for a strategic, user-focused design approach.
Planning
Collaborated with an external design agency to translate their print assets into a cohesive digital experience for the new website. Held weekly calls with the client to review design updates, align on creative direction, and explore new ideas as the project evolved.
Development
Maintained a close collaboration with the brand manager to extend the core visual identity into a newly designed blog, strengthening the brand’s digital presence and ensuring consistency across all touchpoints.
Review
UX Development & Collaboration
The project began with a hands-on workshop involving key stakeholders to define the structure and content for the main site. I facilitated the session by dividing the group into teams and challenging them to sketch rough layouts. We then regrouped to review their ideas, align on priorities, and focus on what mattered most for the target audience.
From those early wireframes, the website evolved through ongoing client feedback and agile iterations. Regular updates were made to layout and design—such as enhancing the product detail page with a tabbed interface to present key information more clearly and improve usability.
We conducted small-scale user testing throughout the process, documenting feedback and implementing refinements to ensure the site met user needs at every stage.
A Visual Message
Maintaining a clear and consistent brand message was key to delivering an engaging digital solution. I collaborated with an external branding studio that provided the illustrative assets, and it was my role to ensure they translated effectively into a digital environment. I also explored creative ways to bring these visuals to life—one example being the use of a kaleidoscope interaction to dynamically generate ingredients, adding both function and delight to the experience.
Building Brand Presence Online
Shortly after the main site launch, I designed an external blog and a set of new email templates. The blog needed to feel distinct from the main site—not just in content, but in overall design and tone.
Given The Food Doctor’s focus on healthy living, I conducted user research to understand what types of blogs their audience engaged with and found most accessible. These insights informed the creation of a lifestyle-focused blog with a clean, intuitive interface tailored to user preferences.