The project commenced with the consolidation of the content strategy that would support the marketing goals. It was important to present the products together with a great number of links to information that would help illustrate their health advantages, hand in hand with the uses of each product. We also wanted to support the detailed information on the website with supplementary content that would be written by experts like the company’s nutritionist, chef and QA manager, each of whom contributed important and interesting information.
After the research and learning stage, we decided to divide the website into several content areas and create links between them through a rich and easy-to-use interface. Each content area was designed with a specific template that aids navigation and content updates by the website’s manager, so that they can maintain the website updated and interesting at all times.
On the culinary side, we developed a repository of recipes adapted to the target audience – working, busy women who are very conscious about healthy, quality food. To help them find their wait around the website, we divided the recipes according to cooking and serving occasions. We also asked chef Gideon Ben Ezra to develop for Etz Hazayit special recipes that use their various products.
Dietician Merav Mor Ofir , Scientific Consultant to Etz Hazayit, was in charge of the nutritional data. She created a professional repository of information for nutritionists that contains up-to-the-minute details about the nutritional benefits of cooking oils. To assist with the selection of products, we developed an interactive oils pyramid that presents all brands by quality and special characteristics.
To maintain the same look and feel and the interface’s ease of use, we created a set of icons that represent different nutritional values and uses, and which were later copied to all packaging, thus creating brand continuity. The icons were a simple and effective solution for conveying complex messages clearly.
Finally, we established a cooperation with the veteran recipes forum of Tapuz, and combined it with the brand’s website. Users can therefore participate in community activities while remaining within their preferred brand.