Ocado has a large range of dietary products, from gluten free, to vegan, to dairy free. All of these individual shops had their own styles and were in different areas of the website.

Eden Jupe and I were tasked with bringing them all under one design and making them coherent. We started by thinking about the customer who is searching for foods with dietary requirements and the stereotypes surrounding these foods. Our design played off this and focused on the fun of food, showing that dietary restricted products are still delicious. We did this by showcasing delicious cooked products and having interacting doodles.