Case studies · Food & drink
A browsable catalog for a spices, flours, pulses and world foods range — 175 products across ten categories, with own-brand pages and recipes leading back into the ingredients they use.
The problem
A world foods range is wide and shallow — hundreds of lines across ten categories, where a shopper arrives looking for one very specific thing (gram flour, kashmiri chilli, chana dal) and gives up if they cannot find it. The site had to make a large ambient-goods catalog feel small.
The work
Ten top-level categories — spices, flours, snacks, lentils and pulses, canned vegetables, dry fruits and nuts, oils, pickles and pastes, sugars and jaggery — each split again the way a cook thinks: ground, whole and blended spices; wheat and gluten-free flours.
One search field covering both, so a recipe can be the way in to the ingredients.
The Lioncroft range — curry pastes, blends — presented as a brand rather than as rows in a spreadsheet.
Recipe content that leads back into the categories it uses.
A catalog that reads for a home cook while still carrying the wholesale range behind it.
An FAQ block covering delivery, availability and the questions that otherwise become emails — because the enquiry, not a checkout, is the next step here.
Gallery
Process
The full product list first, because the category tree is the design.
Real names, real pack sizes, real photography — no placeholders.
Catalog, search, product pages and the content that supports them.
So the team can add lines and categories without us.
The catalog
Our range lived on a shelf and a wholesale sheet. Someone looking for gram flour or kashmiri chilli had no way to see whether we carried it. Now the whole range is in one place, in the order people actually shop it, and the recipes bring them back to the ingredients.
Dr Jason Wouhra O.B.E, CEO, Lioncroft Foods
Stack
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