SuperPretzel is an iconic Philly brand, ubiquitous with ball park outings and Disneyland trips. Their new brand positioning pluses up the nostalgia and challenges Pretzel lovers to make every moment super. They needed a website refresh that took their aesthetic from 2010 white and light blues to something more true — never shy, fun just because, and ultimately super. I took the updated brand and brought it to life for digital - with fun UI design, animations, and easter egg micro interactions.
My Role - Lead Designer Tools - Sketch, After Effects, Invision, and Principle
Process
This site didn't begin in wires because it was scoped as a reskin of their existing site. We began this process by conducting a usability audit, which included recommendations to improve the experience. In the design phase, we created 2 variations - one that used the exact same site structure and functionality, and one that was a higher dev lift, but made improvements based on our usability and content strategy recommendations. The client ultimately chose the higher lift option, which was a win for users and the team.
Micro Interactions
We wanted the experience to be filled with as much fun as possible. We prototyped micro animations extensively and added easter egg character animations - from hidden tummy rumbles to hover states.
Design System
For most web projects, the dev handoff includes detailed guides to implement, with a focus on animations, states, typography, atomic structure, and accessibility.
