The All New Astro.ca
The Astro yogourt brand just did a packaging and brand refresh, it was time that their website had one too. I was tasked with updating their site, making it responsive and leading a photoshoot to capture their new look.
The previous Astro.ca wasn’t responsive and the imagery was frankensteined together from packaging and stock photography — which to the sophisticated eye of the modern consumer looked artificial. My goal was to make the new Astro.ca look and feel as natural as its yogourt was and craft photographic assets that would support the site's responsiveness.
I started by making sure everything shot was all natural: all natural yogourt, all natural flavour cues like real fruit, vanilla and chocolate, and natural lighting. We sourced kitchen surfaces that matched the packaging cues, and simultaneously allowed site visitors to envision the product in their home, right on their kitchen counter. I kept the setting clean, only bringing in colour from the packaging and flavour cues in order for the product to be the focus, and made sure to direct very wide angle photography to facilitate clean backgrounds that could be extended for any screen size.
The old Astro.ca was far from being a responsive or accessible design. So the entire website needed to be reimagined to allow for multiple screen layouts. Each page was designed with a fluid layout for both desktop and mobile, the photography was designed with responsiveness in mind and like all websites I create, I insured it adhered to WCAG guidelines (Web Content Accessibility Guidelines).
Art Direction & Design: Katie Hinks | Creative Director: Anne Onn | Photography Daniel Ehrenworth