01
We made the site the quiet room
Near-white, generous margins, one typeface, no decoration. The packaging supplies all the colour on the page, because it is the only thing on the page that needs to.
Kavun
- Client
- Kavun
- Discipline
- Brand & Web
- Year
- 2024
- Services
- Brand, Web Design
04Kavun
Kavun makes small-batch preserves and sells them in packaging loud enough to be seen from across a market hall. Their first website tried to match that energy and ended up competing with the product it was meant to sell.
The problem
The packaging was already doing the work. It was bold, saturated and unmistakable. The site repeated all of it — same colours, same scale, same volume — and the result was a page where nothing could be looked at because everything was shouting.
There was a second, duller problem: the site took 6.4 seconds to show anything on a mid-range phone, which is the device most of their customers were using.
What we did
02
We photographed for negative space
Art direction with the jar small in the frame rather than filling it. Counter-intuitive for food, but it lets the label read as an object instead of a texture.
03
We rebuilt the storefront properly
Static rendering, responsive images, no third-party scripts above the fold. Largest Contentful Paint went from 6.4 seconds to 2.1 on the same test device.
Where it landed
Conversion rate rose 118% against the previous storefront, measured over a matched eight-week window.
Average order value rose too, which we did not predict — the calmer presentation seems to have made the larger gift sets easier to consider.
Results
Conversion rate
Largest paint
Brand identity
Aktays
Art direction
Aktays
Web design & build
Aktays
Photography
Commissioned by Aktays
Next project
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Clinical software that doesn't feel clinical