Sundown’s brand positioning was changing and with that, it’s packaging and name were changing as well (from Sundown Naturals® to Sundown® Clean Nutrition). In addition, Sundown was expanding its family to include an Organics and Kids line. I was set out to design a platform that reflected the brand’s new look and feel, and to connect with people through a clean and fresh web experience.
I took a user-centric approach, learning about the user and how Sundown’s products fit within their lifestyle. I wanted my designs to match Sundown’s customer’s behaviors and needs. I also needed to fulfill Sundown’s brand team’s goals. Continue reading below to learn more about my process.
︎ Identify scope of project and brand’s needs. Recognize IT constraints and limitations ︎ Begin the research process: discovery, defining Sundown’s consumer base, developing competitive/comparative analysis
︎ Begin wireframing – working with current site structure. Showcase layout and hierarchy with lo-fidelity wireframes
︎ Design hi-fidelity wireframes – including color and imagery recommendations
︎ Develop prototype
︎ User test
︎ Iterate on designs based off user test results
︎ Call out next steps for brand’s site
Sundown’s new brand positioning reflects the message of clean nutrition. In developing the art direction, I wanted to capture the essence of Sundown by focusing on insightful photography, clean design, bright colors, and fresh ingredients.