The Baker's Dozen is an artisan bakery based in Mumbai, India, specializing in fresh, handmade European breads. Right from conceptualization and branding, they worked hard to make sure the look and feel of their brand is typically European and artisan.
Hence, it was very important for them to make sure their presence on the web was to the same effect. They wanted a website that had a European feel and rustic charm, but at the same time, had a very clean and minimalistic look to it.
The website should be clean, easy to understand, and portray what The Baker's Dozen essentially is: an artisan bread shop.
The Information Architecture, or the structure of the entire set of content that had to be put up on the website, comprised making the sitemap of the website for all levels of navigation.
Prioritization of content was done, where more focus was given to those features of ther site which would be used most frequently. Task flows and interactions were thought upon and designed, after which the final site maps were made.
Right from the pages of main interest such as breads and recipes, large, picture-based tiles were used to maintain ease of use and ensure a clean and modern look and feel to the website.
We made sure the navigation on any page was top-down, single-column, to give a strong sense of heirarchy and continuity to flows.
The tile based approach was used at multiple levels of heirarchy, with each child level having a smaller size of tiled elements.
Horizontal time-lines and scrollers were used at multiple places, such as the events and media pages, to enable users to scroll through multiple tile elements without conflicting with the top-down heirarchical approach.
To maintain consistency with the branding, we decided to choose dull neutral colours black, grey and white, with a hint of brown. This colour palette also added a very rustic and simplistic charm to the website.
It was important to select the correct typeface, which had to go well with the brand. Clear and large fonts were selected, with font sizes and weights ensuring a clear visual heirarchy.
We minimized the use of icons, and used text at most places instead. We knew that it was very important to have large, high-quality images, and we made sure we used them to the maximum to add visual appeal.