Sean McCarthy
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Cesar | Responsive Global Website design

 

I was the lead creative designer for the global website design for Cesar.

A giant in the dog food market, Cesar needed to make sure its brand had uniformity throughout its 24 different countries websites. My task was to create a flexible design which allowed any country to upload a variety of different assets, that was adaptable to different languages and keeping true to the Cesar brand guidelines.

The site was designed in modules to allow for each market to easily adapt their content to the new design.

The client is very pleased with the outcome and I believe they are starting to roll out the change this year.

 

Homepage

The homepage was built up of modules consisting of the brands hero image/message, recipes, videos, feeding suggestions and links to other information the users may need. 

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Product Range

Due to tight budgets, we weren't able to shoot the food in different locations. I had to think of a way which would be athletically pleasing but wouldn't distract from the food packets too much. I created a fool proof method to allow us to swap the foreground (table texture) and background (kitchen, garden, living room etc) with different images to give the illusion that we had shot the packets in different locations.

Product Detail

With the details of each product being very copy heavy I decided to introduce a coloured ingredients module which relates to the colour of the packet in the main image above. Within this module I created a series of icons which gave clear indication as to what was exactly in the dog food. The clients loved this little touch.

Ingredients Iconography

Here is the full set of ingredients icons: Chicken, Turkey, Pork, Lamb, Beef, Vegetables, Minerals & Cereals.