Exotic Brands

🛠 My Process: Redesigning Exotic Brands

A modern e-commerce experience built to match the bold flavors of handcrafted chili oils and sauces.

🔍 1. Research & Discovery

• Audited the original Exotic Brands site to uncover design and UX issues
• Explored competitor sites to understand trends in food e-commerce
• Identified user pain points like outdated visuals, unclear product focus, and poor mobile usability

🎯 2. Strategy & Direction

• Defined key goals: improve visual identity, elevate the shopping experience, and boost conversions
• Crafted a design vision around boldness, spice, and cultural authenticity
• Created moodboards and toneboards to lock in color, texture, and brand energy

🧠 3. UX Planning

• Sketched out wireframes for core pages including homepage, product pages, and checkout
• Prioritized mobile-first layouts and clean navigation
• Mapped the customer journey from first click to purchase

🎨 4. UI Design

• Designed high-fidelity mockups in Figma, integrating custom illustrations, textures, and spicy color schemes
• Refined layout with storytelling sections and scroll-triggered visuals
• Selected typography and image treatments to match the brand’s handcrafted vibe

🚀 5. Build & Launch

• Developed the final site in Webflow, ensuring responsive behavior and smooth interactions
• Used AI tools to enhance product images and optimize performance
• Finalized mobile tweaks, tested across devices, and prepared for launch

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The redesign elevated Exotic Brands from a basic online store to a bold, modern e-commerce experience that better reflects the handcrafted quality and cultural depth of its products. The new site improved user engagement, enhanced product visibility, and laid a strong visual foundation for future brand growth — all while staying true to its spicy roots.

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