President’s Choice
Art Direction • Mobile Optimization • Digital Experience Design • Brand Experience • Content Strategy • Design System • Data Informed Design • UX/UI Design
President's Choice needed to evolve their digital brand beyond their established print identity, creating an online experience that resonated with their unique customer base while supporting complex meal planning and grocery shopping behaviours.
Studio 3A led a comprehensive redesign that transformed PC's digital presence from a simple product catalog into an inspiring culinary destination, blending intuitive shopping experiences with rich content that builds confidence and loyalty among home cooks across Canada.
Art Direction
Developed a fresh digital identity for President's Choice that complemented their established print guidelines while creating a distinct online presence. We crafted a visual language that balanced food photography with brand storytelling, establishing a warm, inviting aesthetic that positions PC as a trusted culinary authority. The art direction emphasizes appetite appeal through hero imagery while maintaining accessibility and ease of navigation throughout the experience.
Digital Experience & UX/UI Design
Reimagined the President's Choice digital ecosystem through human-centered design principles, creating intuitive pathways for both focused shopping and inspirational browsing. Our comprehensive redesign simplified navigation while integrating dynamic promotional content that makes products relevant and entices deeper exploration. The search experience allows customers to find what's right for them while leaving room for discovery. Through extensive user testing with wireframes of increasing fidelity, we refined navigation patterns, product filtering, and information architecture to create seamless journeys that mirror how customers actually engage with food brands.
Mobile Optimization
Crafted a responsive experience that prioritizes mobile usability without compromising visual impact or content discovery. Understanding that many grocery shoppers plan meals on mobile devices, we developed touch-friendly interfaces with optimized typography and streamlined navigation. The mobile experience maintains the richness of the desktop site while adapting to on-the-go use cases like in-store shopping and quick recipe reference.
Content Strategy
Developed a content framework that bridges brand storytelling with product utility. Every sub-brand now has a unique narrative, with tangible benefits clearly communicated through strategic content placement. The site provides inspiration and guidance on how to use hero ingredients, with tips that build customer confidence while reinforcing product value. This approach transformed PC's digital presence from a simple product catalog into a rich culinary resource.
Data-Informed Design
Conducted extensive qualitative research through customer interviews about grocery shopping, meal planning, and preparation processes. These insights drove our design decisions, helping us identify, test, and prioritize features based on customer desirability. Through iterative testing of concepts and prototypes, we validated assumptions and refined the experience to truly meet customer needs while advancing business objectives.
Design System Development
Created a comprehensive design system that ensures consistency across the digital experience while enabling easy updates and maintenance. Component-based architecture allows efficient development and provides the client team with clear guidelines for creating new pages and assets. This system not only streamlined the design-to-development handoff but established a scalable foundation for PC's evolving digital presence.
