Roots Recipes Web Copy and Branding
Down to the roots
A lot of recipe websites can feel overwhelming. There’s always so much to choose from. Then you have things like allergies, “what’s in the fridge?”
The idea behind Roots Recipes was to quite literally “get down to the roots.” The roots of the meals we love, and the foods that bring us together. The style of the copy and brand should inspire the user to assemble easy meals or find resources to help do just that.
Keep it simple
Many of the vegetables and farm fresh ingredients used are colorful and important enough on their own. This is why I wanted to keep the design and copy simple and to the point.
I also wanted to pay attention to the microcopy that the user would benefit from. Whether it be a form that needs to be filled or a search query, I wanted the user to feel at ease.
Do this
THIS: Simpler copy helps reduce tension within the user journey
Not that
NOT THAT: Reduce bulky text and make content concise and easy to get through