Toxic Website Redesign
An appetizing website redesign to attract more burger bites.
Overview
Toxic is a local burger and wings chain known for their edgy branding. However, after a few too many burger-induced stomach aches and trips to the bathroom, people started taking the name literally.
I redesigned their website and menu to shift the perception of Toxic from a food experiement only few dare to try to a high quality burger chain known for it's bold flavors and fresh mustard-grilled patties.
Roles
Graphic Design, Web Design
Tools
Adobe, InDesign, Adobe Illustrator, Adobe Photoshop
Duration
4 weeks, 2022
Team
Individual, concept
The Problem
The previous website was boring and didn't communicate clearly to the customer what kind of business they were. The navigation was confusing and the menu was overwhelming.
How might we communicate that Toxic is appetizing instead of scary?
The Strategy
Bright colors on the website and menu remind the customer of fresh-made food and a mustard-colored splatt reminds the customers of Toxic's signature mustard-grilled patties. These colors and design elements make it look like flavor is literally dripping onto the page.
The Menu
I redid the navigation of the menu by grouping and separating menu items for greater legibility.
Old Menu
New Menu
Adaptive Web Design
In addition to the menu, I intentionally reorganized the structure of the website to increase usability and user experience. To accommodate users on different devices, I created screens for desktop, tablet, and mobile each.
Takeaway
Redesigning a website for an established brand can be difficult because you want it to be different enough that it actually accomplishes the goals you set out with the redesign. However, you also want the design to be recognizable enough to the existing brand that your customers still come back.
Balancing newness with familiarity in this project helped me practice designing for nuance rather than novelty. Toxic's brand had a foundation, I just had to work out the details.
Let's make our own project! Send me a message at zoegale@gmail.com.