Tribal is a Dallas native organic juicery & café. Owners Brenton & Hailey pushed their cold pressed juice distribution from a few local stores & coffee shops to Central Market & several states. In January 2018 Tribal opened their first café in the Bishop Arts District. Tribal All Day Café serves food that is just as good as it is good for you. They steer away from labels like vegan or vegetarian, but have a delicious option for everyone. As exquisite as their flagship in Bishop Arts & the food prepared in it is, they felt the Tribal website was lacking. With this new venture, they needed to find balance on the web between promoting the café & the juice.
We've been friends & fans of Tribal for quite some time, so when they trusted us with their website we were honored.
We created the balance by getting to the core of the brand: community & quality ingredients. Staying true to their minimal branding while making the website exciting & approachable, we used illustrations to catch the user's eye & inform them about the brand.
+ Hero Image
+ web design
A big catalyst for this project was Tribal needing an online platform for ordering juice. In our initial meeting together, we all came to an agreement that illustrations would be such a fun & educational way to present the juice rather than plain bottle images - so that's where the illustrations started. Eleven deconstructed 12oz juices, & five deconstructed 32oz juices.
We liked the illustrations so much for their brand that the style led into spot illustrations, buttons, & an illustrated hero image.
Possibly the trickiest part of the web re-design process for Tribal was coming up with a stunning hero image. Tribal needed something that wasn't specific to neither the juice nor the café, but was on brand & grabbed attention. We tried several options focused on ingredients, but none of them felt right; that's when we went with a storefront illustration that focused more on the community aspect.
Using our illustrations with the food photography & copy Tribal already had, we put together a home page that encourages conversions & holds the user's interest.
From the opening page, you're immediately given the option to place an order; this is helpful for frequent customers who are already familiar with the brand. For those who are not, keep scrolling & you can read trimmed pieces of the original website copy telling just enough about Tribal without overwhelming you with information. At the bottom of the page, we give store hours, a map, & the options to order again now that you know a little about Tribal.
In addition to the home page, we designed a menu page, & three online ordering pages - juice, café, & meal plan. We condensed the previous two meal plan ordering pages into one that has the meal plan menu to look through & the option to order either the 3 day or 1 day meal plan at the bottom.
The juice and café pages are completely new. On the juice page, our illustrations make it easy to see every flavor & know exactly what's inside each of them - presenting it up front saves the user from having to click into each product for the ingredients & repeat for each flavor. The café page is straightforward & gives the options to order delivery, take out, & information to visit in person.
Before & After.
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