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iPhone on green bench showing the Discovered Wildfoods homepage

Discovered Foods: Wild. Sustainable. Delicious.

Discovered Wildfoods are on a mission to bring ethically harvested wild game meats to popularity in Australia.

OVERVIEW

A true option for the ‘conscious carnivore’, this system of farming harvests animals considered pests, thus Discovered Wildfoods opens up the availability of high protein, low fat wild game to a wider group of Australians, while protecting native habitats, as well as supporting rural communities.Having recently undergone a rebrand, Discovered Wildfoods were ready to share this story to a wider audience and needed a website as impressive as their mission - to make positive change for our health, our communities and our planet. Our phased delivery approach ensured we were able to deliver all the functionality Discovered required, including eCommerce, while respecting budgets and adhering to tight timings.

RESULTS

Headless Ecommerce Site for a Lean BudgetBeautiful Animated Storytelling Experience0 Venison Harmed in the Making of This Website

Wild Venison on a hibachi grill

A lean budget for a lean protein.

Challenge

The site needed to be as streamlined and simple as the storytelling needs to be in order to capture a new audience and broaden the appeal of wild foods in Australia. Three core audiences - chefs, consumers and commercial partners - all needed to be taken on the journey. We also needed to build eCommerce functionality on the site so that curious (and hungry) Australians could try these leans cuts for themselves.

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Tree in the Australian Outback.
Close-up textures of a dried leaf.
Long exposure shot of camping fire.
Exploring the Australian Outback.
A platform designed to grow

Solution

An image-rich showcase site with subtle animations and transitions to highlight the brand’s

premium, rich, and earthy style. The hand-drawn elements of the brand nod to American design history and animations complement the handcrafted feel of the brand. The design system leans on the verdant colour palette and is layered to be quite textural. The brand always feels authentic and the animation of the illustrations help to achieve this.

E-commerce was always the end goal for the site, so it was a focus in our upfront UX and design phases. The budget only allowed for a finite number of features. To make e-commerce achievable for Discovered, we delivered the cart functionality post-launch as part of a secondary sprint once they had earned some ROI.

New desktop design of the Discovered Foods website home page.
Discovered Foods chef collaborators.
01 / 03
Discovered Foods shop page
Discovered Foods cart functionality
Discovered Foods bundles
E-Commerce was added in a phased approach after launch.
01 / 03
Contact screen from discovered foods website
Products page and 404 page from discovered foods
Recipes page from discovered foods website

From Paddock To Plate

Showing people how to enjoy Wild Sambar venison would be key to driving consumption, so we designed inspiring recipe layouts with gorgeous imagery showcasing our hero meat.

Mobile recipes page from discovered foods website
Wild Venison Burger mobile recipe page on discovered foods
Discovered Foods various mobile screens
Logos and branding from discovered foods website
Man cooking meat in an outback setting over a log fire

Keep browsing

We acknowledge and pay respect to the past, present and future Traditional Custodians and Elders of this nation and the continuation of cultural, spiritual and educational practices of Aboriginal and Torres Strait Islander peoples.