Small Business Fromagerie Mockup
[Illustration] [HTML] [CSS] [WordPress] [UX Writing]
I developed a mock small business website ‘Ashtons Fromagerie’ that showcased the branding and identity of a small cheese shop in London. Building a unique ambiance, adding illustrations, and descriptions to each cheese.
Rather than leaning into the usual language of luxury food branding, I wanted the identity to have a bit more personality. I built the kind of place that feels charming and local, where the branding is as memorable as the products.
That approach carried through the website, from the tone of the copy to the illustrations and content structure. Each element was designed to make the brand feel knowledgeable but not intimidating: somewhere you could go because you simply love cheese, but equally somewhere you'd wander into because the shop simply looked interesting.
Branding
I solely used black, white, and a dijon mustard yellow on my site. These are very simple and the yellow is dark enough that it is still legible on the screen. I wanted to modernize the cheese shop identity and bring in a more vibrant audience.
Final Note
In designing the site, I included custom illustrations including individual doodles representing each neighbourhood to enhance visual interest without distracting from usability
This digital redesign for an independent fromagerie, focused on enhancing product discovery, strengthening brand presence, and creating a smooth, inviting user journey.
In terms of UI/UX writing, I focused on using clear, inviting language throughout each page to support search results, and repeating words such as “come by”, “discover”, and “enjoy” to attract people searching for cheese shops online. This creates accessible and jargon-free rather than overwhelming users with complex cheese terminology.
I also used a well-structured content hierarchy to guide visitors intuitively through the map, content, and of course between cheeses. I wanted Ashton's to feel like a slightly eccentric neighbourhood fromagerie rather than a generic premium cheese shop, so I built the identity around the idea of making cheese feel approachable, playful and rooted in a sense of place.
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