Dixie Craft-imals | Web Design
Overview
Dixie Craft-imals is a product line, which includes a variety of packs of durable paper plates, bowls, and cups. The packs contain cute safari animal designs that kids will love using at mealtime. They provide a mess-free craft to keep kids entertained before and after meals.
Role
The core team included a surface designer/illustrator, an art director/photoshoot producer, a copywriter, and myself. My job was to take the designs that were made for the surfaces of the products ( plates, cups, and bowls) and translate them into a digital/web experience.
The Problem
Private label growth
The Dixie business has seen decreased growth and market penetration of its products, specifically because of retailer branded alternatives (Private Label). Retailers and consumers, especially millennials, are having a tough time seeing the value of a Dixie product versus the less expensive alternative. To differentiate further from the competition, Dixie launched a new product line, Dixie Craft-imals, which includes a variety of paper plates, bowls, and cups designed for kids.
Image credit: Ashley French
Users & Audience
Primary shoppers/parents for the household, ages 28-45, with kids under 10 in the home (core age group 4-8 yrs old).
Standing out while blending in
Because Dixie was an established brand we had to find the balance between the core design equities of the products while differentiating them enough to drive trial with consumers who typically wouldn’t choose Dixie. Integrating the new designs and visual elements into an already established website created some constraints. Since this was not a freestanding landing page, it had to drive to other pages on the website.
The Process
Image Credit: Andre Arriaga
Outlining the Ask
Some of the key information outlined in the brief that had to be conveyed in the final design included introducing the Craft-imals product line, a how-to on creating the crafts, and showcasing the illustrated characters. It was important to leverage lifestyle imagery of a product in use. From this information, we were able to create a rough wireframe sketch. I took the sketch and created the annotated wireframes.
Wireframe with Annotations
The Learnings
The project launch was successful. The product was able to sell to retailers such as Amazon and Walmart, two major retail partners. This project also helped the in-house design team receive more product landing pages jobs as well as e-commerce content design.