HARD-CRACK
CONFECTIONERIES
HARD-CRACK CONFECTIONERIES
WEB SITE DESIGN PROPOSAL LONDON DEWEY WRITING FOR INTERACTIVE MEDIA WINTER 2012
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
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SUMMARY
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HARD-CRACK
CONFECTIONERIES
OBJECTIVE
OBSTACLES
Hard-Crack Confectioneries is a small confectionery company run by Kylee Nelson. They provide high-end candies and cakes made to order or available at local boutique specialty shops and bakeries.
To create a rich luxurious feel and emphasize the quality and handmade aspect of the products.
Hard-Crack Confectioneries is a small company with not much of a budget for advertising.
USER PERSONAS
KEY BENEFITS
SUPPORTING STATEMENTS
TARGET AUDIENCE
I want Hard-Crack to have a platform in which they can tell their story, sell products and provide information as to where Hard-Crack Confectioneries are sold.
The audience will feel that this company sells high-end luxury products where the quality is unmatched by larger companies. Each item is hand-made in small batches and never mass-produced.
BACKGROUND
CREATIVE BRIEF
COMPETITIVE ANALYSIS
MOOD BOARD
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SUMMARY
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CREATIVE BRIEF
HARD-CRACK
CONFECTIONERIES
FRAN’S CHOCOLATE
THEO CHOCOLATE
INTRIGUE CHOCOLATE
COLORS
BROWN/WHITE/GREEN
PRIMARY
GRAY/BROWN/BLUE
TYPE CHOICES
SANS-SERIF
SANS-SERIF
SANS-SERIF
NEWS/EVENTS
YES
YES
YES
CREATIVE BRIEF
PRODUCT INFORMATION
YES
YES
YES
COMPETITIVE ANALYSIS
ONLINE SHOP
YES
YES
YES
RETAIL LOCATIONS
YES
YES
YES
USER PERSONAS
BLOG
NO
NO
YES
TARGET AUDIENCE
LARGE PHOTOGRAPHY
YES
NO
NO
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SUMMARY
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COMPETITIVE ANALYSIS
HARD-CRACK
FRAN’S CHOCOLATES
CONFECTIONERIES
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
MOOD BOARD
SITE MAP LO-FIS
HI-FIS
SUMMARY
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COMPETITIVE ANALYSIS
HARD-CRACK
THEO CHOCOLATES
CONFECTIONERIES
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
MOOD BOARD
SITE MAP LO-FIS
HI-FIS
SUMMARY
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COMPETITIVE ANALYSIS
HARD-CRACK
INTRIGUE CHOCOLATES
CONFECTIONERIES
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
MOOD BOARD
SITE MAP LO-FIS
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SUMMARY
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COMPETITIVE ANALYSIS
HARD-CRACK
CONFECTIONERIES
CREATIVE BRIEF
WENDY DICE
MARTHA SAPPI
EMILY GREY
COMPETITIVE ANALYSIS
Wendy is a graphic designer and freelance writer. She is about to get married. She wants an extra special custom wedding cake to go with the theme of her wedding. She lives in Seattle and wants to buy local. Being active in all of the steps of her wedding is very important to her. She does not want a choose, click, buy scenario.
Martha’s biggest guilty pleasure is fine chocolates. She doesn’t want something you can buy at any grocery or convince store. Quality, organic ingredients are important to her. Martha is the store manager for a large downtown department store. She runs her ship neat, clean and efficient. When Martha surfs the web, she does not like to waste time browsing.
Emily owns a small specialty bicycle company in Seattle. She only has 3 employees so she spends most of her time at the shop. He mother’s birthday is coming up and she wants to get her something special. Her mom is the kind of person who has everything and doesn’t need more stuff. Emily would like to buy her mother some really special chocolates. She wants to get she has never had before. Emily is too busy to shop around so she is going to order them from the Internet. She wants to see large pictures of what she is buying so she knows the quality of the product.
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SUMMARY
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USER PERSONAS
HARD-CRACK
CONFECTIONERIES
CREATIVE BRIEF
TARGET DEMOGRAPHIC
COMPETITIVE ANALYSIS
The target audience is woman living in an urban area. She embraces the artisan lifestyle and seeks out products made from rich ingredients and at a much higher caliper than mass-produced confectioneries found in grocery stores.
USER PERSONAS TARGET AUDIENCE
MOOD BOARD
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SUMMARY
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TARGET AUDIENCE
HARD-CRACK
CONFECTIONERIES
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
MOOD BOARD
SITE MAP LO-FIS
HI-FIS
SUMMARY
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MOOD BOARD
HARD-CRACK
CONFECTIONERIES
HOME
PRODUCTS
ABOUT
CONTACT
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS
ASSORTED CHOCOLATES
BAKED GOODS
TARGET AUDIENCE
MOOD BOARD
SITE MAP LO-FIS
TRUFFLES
CAKES/CUPCAKES
CARAMELS
MACAROONS
FRUIT/NUT
WEDDINGS
HI-FIS
SUMMARY
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SITE MAP
HARD-CRACK
CONFECTIONERIES
HOME PAGE
HOME
ABOUT
LOGO
PRODUCTS
CONTACT
HAND DIPPED TRUFFLES
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
Ibuscien atudam mo ununter emplis, tatati, novem delatqua demenicam dum coreo, Ti. Valicta bultiliena, cuperim ovenatiliam hors M. Fur lic ommorum aucoent, quosunihil teres orum pri publi prebus eto vent? At demum plius es cum iu is cissim hi, venirmi ssena, se abus
MOOD BOARD
SITE MAP LO-FIS
HI-FIS
SUMMARY
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This is also the same layout for the contact page
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LO-FIS
HARD-CRACK
CONFECTIONERIES
PRODUCTS PAGE
HOME
ABOUT
LOGO
PRODUCTS
CONTACT
HANDMADE CANDIES
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS
Ibuscien atudam mo ununter emplis, tatati, novem delatqua demenicam dum coreo, Ti. Valicta bultiliena, cuperim ovenatiliam hors M. Fur lic ommorum aucoent, quosunihil teres
EXPLORE
TARGET AUDIENCE
MOOD BOARD
BAKED GOODS
SITE MAP
Ibuscien atudam mo ununter emplis, tatati, novem delatqua demenicam dum coreo, Ti. Valicta bultiliena, cuperim ovenatiliam hors M. Fur lic ommorum aucoent, quosunihil teres
LO-FIS
HI-FIS
EXPLORE
SUMMARY
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LO-FIS
HARD-CRACK
CONFECTIONERIES
INDIVIDUAL PRODUCT PAGE
HOME
ABOUT
LOGO
PRODUCTS
CONTACT
Products»Baked Goods»Weddings
WEDDINGS
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
MOOD BOARD
LOREM IPSUM Ibuscien atudam mo ununter emplis, tatati, novem delatqua demenicam dum coreo, Ti. Valicta bultiliena, cuperim ovenatiliam hors M. Fur lic ommorum aucoent, quosunihil teres orum pri publi prebus eto vent? At demum plius es cum iu is cissim hi, venirmi ssena, se abus nos ressupios cupicap estrum incerem uspiem LOREM IPSUM Ibuscien atudam mo ununter emplis, tatati, novem delatqua demenicam dum coreo, Ti. Valicta bultiliena, cuperim ovenatiliam hors M. Fur lic ommorum aucoent, quosunihil teres orum pri publi prebus eto vent? At demum plius es cum iu is cissim hi, venirmi ssena, se abus nos ressupios cupicap estrum incerem uspiem
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SUMMARY
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LO-FIS
HARD-CRACK
CONFECTIONERIES
HOME PAGE
HOME HOME
PRODUCTS
HARD-CRACK
CONFECTIONERIES
ABOUT
CONTACT
HAND DIPPED TRUFFLES CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
MOOD BOARD
Handmade chocolate truffles begin with a harmonious blend of texture and taste in our smooth, creamy dark chocolate ganache. The fresh organic cream is infused with the finest ingredients like fresh fruits, barrel-aged single malt whiskey, imported tea, and locally roasted espresso, then steeped into the ganache for the perfect balance of flavors.
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©
SUMMARY
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2012 Hard-Crack Confectioneries. All rights reserved.
Terms of Use | Privacy Policy | Contact Us
HI-FIS
HARD-CRACK
CONFECTIONERIES
PRODUCTS PAGE
HOME
PRODUCTS PRODUCTS
HARD-CRACK
CONFECTIONERIES
ABOUT
CONTACT
ASSORTED CHOCOLATES CREATIVE BRIEF
A complete selection of our dark and milk chocolate truffles. The balance of subtle flavors and lush texture in our creamy chocolate ganache is enhanced by the finest ingredients including oolong tea, locally-distilled single malt whiskey, fruits and locally roasted espresso.
USER PERSONAS
EXPLORE
COMPETITIVE ANALYSIS
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TARGET AUDIENCE
MOOD BOARD
SITE MAP
BAKED GOODS
LO-FIS
HARD-CRACK CONFECTIONERIES creates and delivers beautiful, simplistic and modern cakes to perfectly complement weddings, birthdays, anniversaries, baby showers and other unique celebrations in your life.
HI-FIS
SUMMARY
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EXPLORE
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HARD-CRACK
CONFECTIONERIES
INDIVIDUAL PRODUCT PAGE
HOME
PRODUCTS PRODUCTS
HARD-CRACK
CONFECTIONERIES
ABOUT
CONTACT
Products » Baked Goods » Weddings
WEDDING CAKES CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
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KNOW YOUR BUDGET Pricing starts at $7 per serving for buttercream cakes and $8 for fondant cakes (50 servings minimum), additional charges may apply for customized décor. Sheet cakes are also available upon request. Choose to pick up or we’ll come to you! Delivery and set up fees vary depending on the location of your venue. SET UP YOUR CONSULTATION & TASTING Schedule a time to meet with us at least 2 months prior to the date of your wedding to discuss the details of your plans (location, colors, date and time) and the vision for your cake. We will provide you with delicious cake tastings and a price estimate. Consultations are $20 which includes a one-hour meeting and tasting of 5 flavors. Consultation charge is waived if you decide to book with us. CONFIRM YOUR ORDER Once your order has been confirmed we vow to love and honor the creation of your dream wedding cake.
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©
SUMMARY
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2012 Hard-Crack Confectioneries. All rights reserved.
Terms of Use | Privacy Policy | Contact Us
HI-FIS
HARD-CRACK
CONFECTIONERIES
CONTACT PAGE
HOME
PRODUCTS
HARD-CRACK
CONFECTIONERIES
ABOUT
CONTACT
CONTACT CREATIVE BRIEF
COMPETITIVE ANALYSIS
KYLEE NELSON (206) 687-5309 kylee@hardcrackcandies.com
USER PERSONAS TARGET AUDIENCE
To place an order or set up an appointment please give us a call. HARD-CRACK can be reached during regular business hours M-F 9am-6pm.
MOOD BOARD
SITE MAP LO-FIS
HI-FIS
SUMMARY
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©
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2012 Hard-Crack Confectioneries. All rights reserved.
Terms of Use | Privacy Policy | Contact Us
HI-FIS
HARD-CRACK
CONFECTIONERIES
THANK YOU.
CREATIVE BRIEF
COMPETITIVE ANALYSIS
USER PERSONAS TARGET AUDIENCE
MOOD BOARD
SITE MAP LO-FIS
SOURCES https://www.franschocolates.com/store/home.php http://www.theochocolate.com/ http://www.intriguechocolates.com/ http://shutterstock.com
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