eCommerce, Website, Design System, FMCG

EDEKA
Supermarket

Unlike most German grocery stores EDEKA isn‘t the apocalyptic wasteland of old cabbage stacked next to €200 46 Inch TVs and babies nappies. Instead it‘s an oasis of friendly staff, beautifully presented produce and a brand that‘s become quite a cult figure in the advertising world.

As such I was tickled pink when the design I directed and presented won the pitch for the relaunch of not only EDEKA‘s corporate site but also their individual franchise sites and the EDEKA recipe platform. In the space of 3 years my team and I managed to turn the ageing face of EDEKA around and mould it into a fresh, modern and future friendly experience.

Pick 'n' Mix

Created with the future in mind, the entire site was built atom by atom from the ground up. Each component was lovingly documented in a custom built design system which fed the three separate platforms (corporate, franchise and recipe) with all the typography, colours, drop downs and forms they would ever need.

This modularity was specifically attractive to the franchise owners who could dynamically change their own content, logos, colours etc in their own dedicated CMS without having to ask the mothership for help.

The Cook’s Favourite

What‘s food without a recipe? Designing the recipe platform for the EDEKA system was one of the more enjoyable aspects of the job. Being an avid cook myself I could see plenty of potential to improve EDEKA‘s recipe game so huge appetizing images of the food, heavy use of video and video loops, dynamic portioning (this was quite a challenge) and an interactive recipe mode were on the menu. The result, one of Germany‘s largest and most user friendly recipe sites.