Cravings by
Chrissy Teigen

A CONTENT-COMMERCE EXPERIENCE WHERE SHOPPING COMBINES WITH CHRISSY’S (AND JOHN’S) DELICIOUS FAMILY RECIPES.

Cravings by Chrissy Teigen

RECIPES BLENDED WITH SHOPPING

Client

Cravings by Chrissy Teigen

Year

2020

Role

STRATEGY, DESIGN, ANALYTICS

Ask

TO CREATE AN EXPERIENCE THAT EMBODIES CHRISSY’S VIBRANT PERSONALITY, ALLOWING HER CUSTOMERS TO INDULGE IN RECIPES WHILE SHOPPING FOR HER NEW LINE OF PRODUCTS.

Solution

A BRANDED CONTENT-COMMERCE EXPERIENCE THAT FINDS THE BALANCE OF NAVIGATING CUSTOMERS THROUGH MOUTH-WATERING RECIPES WHILE SHOPPING FOR THE PRODUCTS THAT HELP CREATE THEM.

CRAVINGS BY CHRISSY TEIGEN WAS FOUNDED TO HELP PEOPLE GET INSPIRED AND FIND JOY THROUGH FOOD. TO BRING THAT VISION TO LIFE, WE HARNESSED THE BRAND’S PLAYFUL ENERGY AND COMBINED IT WITH A FLEXIBLE MODULAR DESIGN SYSTEM.

Screenshot of Cravings homepage

PLAYFULLY DELICIOUS

SHOWCASING CHRISSY’S TASTE AND PERSONALITY

Food displayed on plates and bowls
A plate of grilled chicken and veggies
Food displayed on plates and bowls

ALONG WITH THE VIBRANT AND RICH PHOTOGRAPHY, WE ADDED A SERIES OF SHAPES TO HELP FRAME THE IMAGERY, CREATING A PLAYFUL BRAND LANGUAGE THAT BRINGS FORWARD THE VISUAL DEPTH AND BREAKS UP REDUNDANCY.

PERSONIFYING CHRISSY’S VIBRANT PERSONALITY, WE INJECTED BRIGHT COLORS TO HOUSE COPY, AND UI COMPONENTS, WHILE ILLUSTRATIONS ACT AS ENERGETIC BRAND MOMENTS THROUGHOUT THE EXPERIENCE.

Graphic of a cup and plate with lime wedges
Image of food on skewers
Chrissy Teigen at a dining table
A plate of food

CONTENT-COMMERCE + MODULAR DESIGN

INSPIRED BY CHRISSY’S DIVERSE RECIPES AND NEW PRODUCT LINE, WE CREATED A SERIES OF MODULES THAT GIVES THE BRAND FREEDOM AND FLEXIBILITY TO CREATE, ADD, EDIT, AND MERCHANDISE AT THEIR WILL.

Screenshot of Cravings recipe page
Screenshot of a Cravings recipe
Mobile screenshot of Cravings video page Mobile screenshot of recipe articles
Mobile screenshot of Cravings shop page Mobile screenshot of Cravings dinnerware page
Mobile screenshot of a cart checkout page Mobile screenshot of Cravings tips and tricks page
Mobile screenshot of a PDP with a robe Mobile screenshot of Cravings search page
Mobile screenshot of Cravings account page Mobile screenshot of a Cravings dessert
Four plates of food and a hand squeezing a lime A cocktail with a garnish and a shiny silver backdrop
A picnic blanket on grass with a variety of food and drinks Chrissy Teigen in a robe in bed
Chrissy Teigen and her mom cooking food on a stove A roasted chicken in Cravings cookware
A plate of food on a bright backdrop
Chrissy Teigen wearing a matching outfit and sunglasses
A plate of food on a blue floral print tablecloth Three women wearing pajamas
Two women in matching outfits clinking glasses
A cutting board with a cocktail pitcher and glasses
Serving platter and bowls with food
A person taking a baking sheet of food out of the oven A person serving food from a black baking dish