Decor and Graze
Giving exceptional taste a digital presence.
A brand strategy and website redesign for a premium Auckland catering brand, made to translate the art of their culinary experience into a powerful conversion-focused tool.
A brand strategy and website redesign for a premium Auckland catering brand, made to translate the art of their culinary experience into a powerful conversion-focused tool.
The Strategic Challenge
Decor and Graze had outgrown its digital home. The existing site no longer reflected the brand's premium quality and failed to cater to two different but distinct audiences:
The Corporate Professional and The Sentimental Event Host.
Our challenge was to redesign a single, cohesive experience that could speak to both mindsets at once by building a premium and efficient site that was just as beautiful and easy to use. This ensures the brand's high standards are reflected at every digital touchpoint.
Decor and Graze had outgrown its digital home. The existing site no longer reflected the brand's premium quality and failed to cater to two different but distinct audiences:
The Corporate Professional and The Sentimental Event Host.
Our challenge was to redesign a single, cohesive experience that could speak to both mindsets at once by building a premium and efficient site that was just as beautiful and easy to use. This ensures the brand's high standards are reflected at every digital touchpoint.
Our Approach
Our strategy was built on a three pillars designed to make the digital experience as premium and effortless as the catering itself:
1. Let the Food Take the Spotlight: We designed a clear, clean, and minimal framework to ensure the site's layout and content would serve one purpose: to let the vibrant, high-quality food photography speak for itself.
2. Engineer an Effortless 'Yes': We re-architected the entire user journey and conversion process, turning potential points of friction into a guided, intuitive conversation that makes ordering feel effortless.
3. Prove Premium at Every Step: We used a refined tone, intentional micro-interactions, and prominent social proof to build absolute confidence for both pragmatic corporate planners and sentimental event hosts.
Our strategy was built on a three pillars designed to make the digital experience as premium and effortless as the catering itself:
1. Let the Food Take the Spotlight: We designed a clear, clean, and minimal framework to ensure the site's layout and content would serve one purpose: to let the vibrant, high-quality food photography speak for itself.
2. Engineer an Effortless 'Yes': We re-architected the entire user journey and conversion process, turning potential points of friction into a guided, intuitive conversation that makes ordering feel effortless.
3. Prove Premium at Every Step: We used a refined tone, intentional micro-interactions, and prominent social proof to build absolute confidence for both pragmatic corporate planners and sentimental event hosts.
Bringing it to Life
With our blueprint confirmed, every element slotted into place.
Clean, architectural layouts and a quiet, neutral palette that let the vibrant food photography shine. A guided, conditional logic menu form that transformed a complex ordering process into an effortless conversation. And intentional micro-interactions that proved the brand's quality and reliability at every click.
With our blueprint confirmed, every element slotted into place.
Clean, architectural layouts and a quiet, neutral palette that let the vibrant food photography shine. A guided, conditional logic menu form that transformed a complex ordering process into an effortless conversation. And intentional micro-interactions that proved the brand's quality and reliability at every click.
The Result [& Recognition]
The final product is an optimised digital platform that successfully serves both the pragmatic corporate planner and the sentimental event host.
It delivers a seamless journey where the brand's premium quality is undeniable, turning interest into confident orders. The project included a custom aftercare package with a full video library, empowering the Decor and Graze team to confidently manage their new digital home and continue to drive future growth.
The final product is an optimised digital platform that successfully serves both the pragmatic corporate planner and the sentimental event host.
It delivers a seamless journey where the brand's premium quality is undeniable, turning interest into confident orders. The project included a custom aftercare package with a full video library, empowering the Decor and Graze team to confidently manage their new digital home and continue to drive future growth.
