Telling them why
The homepage plays a key role in telling the company's story. It is their differentiator, their mission and their passion. I wanted it to feel close, human, and about the farmers.
Heavy use of imagery
Imagery played a key role in branding. I sought out textures inspired by high quality chocolate and farmland. Scrapbook-style images and watercolors were added for a down-to-earth feel. I wanted someone to feel as if they were going from farm to table moving through the site.
I wanted equal emphasis on the chocolate product and the company's mission. Creating a photo gallery was a way to do this. Photos evoke emotion more than any other visual element or copy. This page is a place to hold memories, further tell the story, and encourage donations.