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The Fresh Collective

Contributed by Harley Johnston on Nov 21st, 2019. Artwork published in
circa September 2018
.
    The Fresh Collective 1
    Photo: Harley Johnston. Jason Loucas. License: All Rights Reserved.

    Sydney based hospitality group The Fresh Collective delivers exceptional experiences and event catering services across a portfolio of premium event venues, cafés, restaurants and retail stores in Sydney, Brisbane and Melbourne.

    Previously called Fresh Catering the group underwent a rebrand to better reflect their offering beyond catering. As a result they needed to update their online presence. Harley Johnston Design was approached to help showcase their offering online. After discussions about the goals of the project we set about mapping out the different sections of the site. The Fresh Collective website needed to clearly show the three main areas of the business; Catering & Events, Cafe & Store, and Dining & Bars in an easy to navigate fashion, these areas were housed in an elegant slide out multi levelled navigation panel. The complex site structure was also assisted in the cleanly resolved footer which highlights the main sections as well as the most visited pages.

    The aesthetic style used the brand identity with plenty of considered white space and a split screen image treatment which allows the beautiful photography to shine. A boxed grid style is due throughout the site to connect relevant information in a precise fashion. Careful attention was paid to animations and transitions to allow areas like the scrolling split screen effect, image galleries, fixed footer and main navigation to feel natural and effortless. The yet unreleased Söhne from Klim was used for body copy and subheadings, with Le Jeune Deck by Commercial Type in all caps for headlines and sentence case for quotes.

    One of the main focusses of users is finding the perfect venue for their next event. Seeing as Fresh offers over 100 venue spaces in three states we designed an easy way for users to filter the venues based on their needs. This filter was carefully considered for both mobile and desktop and can be called upon easily even when scrolling through all the venues.

    Various levels of spaces needed different amount of content on each page, showcase venues are exclusive to Fresh and offer multiple spaces inside where as some spaces are independent and have less info. To cover this a module approach was taken to allow venues information to be covered in a clear and elegant way.

    Studio Photography: Jason Loucas
    Brand Identity: Juicy Creative
    Web Design: Harley Johnston Design
    Web Development: Assemble (NZ)

    The Fresh Collective 2
    Photo: Harley Johnston. Jason Loucas. License: All Rights Reserved.
    The Fresh Collective 3
    Photo: Harley Johnston. Jason Loucas. License: All Rights Reserved.
    The Fresh Collective 4
    Photo: Harley Johnston. Jason Loucas. License: All Rights Reserved.
    The Fresh Collective 5
    Photo: Harley Johnston. Jason Loucas. License: All Rights Reserved.
    The Fresh Collective 6
    Photo: Harley Johnston. Jason Loucas. License: All Rights Reserved.

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    • Söhne
    • Le Jeune Deck

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