A WEBSITE FOR ALL THOSE WHO CHOOSE TO EAT WELL.
Kioene, the Italian leader in plant-based ready meals, renews its brand identity and presents itself on the market with new positioning, a new Visual Identity System, an entire omnichannel communication system and a new claim:
KIOENE. FOR ALL THOSE WHO CHOOSE TO EAT WELL.
The project entails a set of values and signs connecting all brand’s touchpoints in a consistent way: from the packaging on shelf to all the communication tools,
including the website.
In this mosaic, the website, designed according to the mobile-first principles, plays a crucial role: it is in fact the first piece of online communication, which, in the near future, will integrate social networks, creating a virtuous circle of exchange and implementation of contents.
The idea is to compose a total DEP where, each of the involved media, is assigned a different role in communicating brand values and information.
The website is intended as a crossroad between the brand and consumers.
To optimise the performance of the website on search engines, particular attention was paid to the positioning and SEO strategy.
The real point of difference of Kioene recipes from the ones of its competitors is the use of a huge amount of real fresh vegetables.
Hence, vegetables have become the key visual of Kioene’s semantic system:
on pack, was developed a set of photographic artworks which portray the relation between the product and vegetables in a proprietary way.
The website header has been developed by animating these artworks in a simple but effective way.
This sinergy between pack and header animation maximises the recognisability of the product range by connecting website and shelf.
The browsing experience is enlivened by a series of mouse animation effects.
Colours play an important role as well, product information is clear and immediately usable.
The website is completed by a lifestyle section full of recipes, interesting suggestions and ideas for All Those Who Choose to Eat Well.