Project and its context
Innovation and Expansion
Wonderchef’s positioning among it’s competitors was comparatively premium. It targeted users that went beyond plain utility towards aesthetic considerations and hence launched semi premium product lines like the Nutiblend.
While user trusted brands like Prestige, Hawkins(Futura), they perceived Wonderchef more as an expensive and semi luxury brand that was endorsed by the celebrity chef Sanjiv Kapoor. (Wonderchef is a Sanjiv Kapoor company).
Brand Differentiation : Going Online and shedding a few baggages
Solving for the challenges
A brand that fit the offline world
From Luxury to Approachable
Learnings from research
How we went about solving the problem
Part 1: A New Graphics Manual for an Online Brand
The lack of an online brand presence necessitated the creation of a graphics standard for Wonderchef. Canvs Club quickly set up a small team to this task.
Use of Gradients
Part 2: Wonderchef 2.0 : Redefining the Online User Experience
We interviewed their offline staff, consumers who currently tried purchasing online, their marketing, business and brand team and understood the weighted needs of all these stakeholder groups.
Resultantly, we were able to successfully simplify the entire user journey to be as frictionless as possible while ensuring issues such as discoverability were mitigated.
A product that embodies Wonderchef’s value proposition
A clean, uber, comprehensive e-commerce experience
Dedicated engagement units to cater to Sanjeev Kapoor’s fanbase
Staying in touch with the brand’s existing offline recall
Fully Mobile Friendly