Earthy Tales



Website redesign for India’s largest organic produce e-commerce store.

Earthy Tales offers India's largest selection of fresh organic produce in India. Started in 2011 with a single mission — Make farming more sustainable and deliver fresh organic produce from the farms to customer's doorsteps.

Our work includes delivering an elevated brand experience for the website as well as enhancing the visual identity through custom illustrations, and building a full-fledged design system.

  • UX/UI Design

  • Branding

  • Website

  • Illustrations

  • Packaging

Enhancing the visual appeal

We started with setting new typography standards, expressive colours, illustrations and quirky copywriting that expresses clearly, building a strong foundation for the brand.

An Elevated Site Experience

We started with rethinking the core user flows - Aligning the brand’s trustworthiness with the user experience by guiding users to shop for organic products seamlessly.

Organic Produce for everyone

We streamlined the information architecture with clear categories and sub-categories to enhance the overall shopping experience. Furthermore, we utilised people-first messaging and visual storytelling to convey and raise awareness about the health benefits of organic produce throughout the journey.

The Earthy Tales Brand

We tweaked the brand identity system to extend it into a design system featuring versatile typography system, quirky copies and custom illustrations — that portray the company’s traditional approach and innovative vision.

Vibrant Illustrations for all use cases

The Earthy Tales illustration system is designed to complement the brand and communicate clearly. We opted for a humane, expressive, and energetic illustration style for pictograms and icons throughout the product to further enhance the experience.

Resources to save

In partnership with Earthy Tales team, we created a revolutionary platform that optimises multiple processes for support and content management.

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Looks and works great on mobile too!

The designs were based off of mobile-first framework delivering seamless interaction and optimal user experience.

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