ORCO — A Website Redesign

ROLE

UX/UI Designer

DURATION

Feb '26 — May '26

TOOLS

Figma · FigJam · Claude Code · Photoshop · Illustrator

Reimagining a heritage Italian sauce brand as an engaging culinary platform — where discovery, not just products, brings people into the kitchen.

Heritage Brand Food Discovery Concept Design

What is ORCO?

ORCO is a heritage Italian sauce and condiment brand built on generations of craftsmanship and ingredient quality. This project explored how its digital experience could evolve from a traditional product-focused website into a more engaging culinary platform.

My Role

As UX/UI Designer, I led research and visual direction, shaping how ORCO's heritage could become something people actively explore. I also built a fully functional website with AI tools

CONTEXT

ORCO — heritage Italian sauce and condiments

What if a sauce brand could be explored, not just bought?

ORCO's strength is its history — but most visitors only ever see a product list. The opportunity was to turn that heritage into an experience.

Consumers increasingly want to understand what they are buying, where it comes from, how it is made, and how it fits into their lifestyle.

Tracing ingredients from sourcing to bottle became a central part of the concept.

RESEARCH

Discovery Phase

Competitor digital experience benchmarking

Competitive & Food-Commerce Benchmarking

I mapped competitor digital experiences and food-commerce patterns to find where ORCO could differentiate — and where heritage could become a genuine advantage.

Research themes — heritage, sourcing, trends, recipe & dietary discovery

Key Finding #1: Shoppers want to understand, not just purchase.

People increasingly ask where it comes from, how it's made, and how it fits their life.

0 %

want to know where their food comes from

+51% since 2017

Source: safefoodadvocacy.eu

Key Finding #2: Recipes are the natural entry point.

Users often arrive for "a 15-minute dinner" — not for a specific sauce.

Finding #2 — recipes as the natural entry point

Key Finding #3: Storytelling builds trust better than claims.

Making craftsmanship visible earned more belief than stating "quality ingredients."

SOLUTION

I designed ORCO's visual direction to feel heritage yet contemporary — balancing craft and warmth with a modern, appetizing digital experience.

ORCO visual identity — heritage yet contemporary

Feature #1: Interactive Recipes

Discover recipes through tags such as Vegan, Keto, 15 min, High Protein, Spicy, and Easy.

Recipe discovery is organised around lifestyle and dietary needs, so users find a meal first and ORCO second.

Feature #2: Ingredient Journey

Follow ingredients from sourcing → production → bottle → table through an interactive timeline and map.

Transparency becomes an experience: users can trace exactly where each ingredient comes from and how it becomes the final product.

Feature #3: Authenticity & Process

Make ORCO's craftsmanship visible through the rich history of ORCO's journey showing its evolution through time

Instead of claiming quality, the experience shows it — turning heritage into something users can actually explore.

CONCEPT VALIDATION

Does it give a reason to explore?

The concepts were evaluated through competitive benchmarking, UX walkthroughs, information architecture testing, prototype exploration, and comparison against existing food-brand experiences.

Impact & Results

Brand	More contemporary & differentiated positioning
Trust	Greater visibility into ingredients & production
Discovery	Recipe-first product exploration
Engagement	Interactive storytelling & creative participation
Community	Foundation for UGC and social sharing
Growth	Opportunities for personalization & repeat visits

The final concept demonstrated how ORCO could evolve from a product catalogue into a digital culinary ecosystem — connecting its products, ingredients, heritage, recipes and community in one experience.

From "What sauce do you sell?" → to "What can I discover, cook, and experience with ORCO?"

ORCO concept validation — information architecture testing and prototype exploration

WHERE ORCO GOES FROM HERE

Personalize the experience with CRM and preference-based touches built from recipe and dietary signals
Extend the framework into seasonal campaigns tied to ingredients and occasions
Scale the platform across ORCO's full product range and future campaigns

KEY TAKEAWAYS

01 — Heritage can be a digital asset.

ORCO's history becomes more valuable when people can actually explore it.

02 — Transparency can become an experience.

Instead of simply saying "quality ingredients," show users where they come from and how they become the final product.

03 — Recipes can become the entry point.

People may not arrive looking for a sauce. They may arrive looking for "a 15-minute vegan dinner."

04 — Brand websites can be more than storefronts.

The opportunity is to create a platform where discovery, education, cooking and community come together.