Web Design • E-commerce • Web Development
2024–2025 | Sweden, Borås
SMBT is a small company founded in Borås, Sweden. The company produces and sells products for restaurant owners, such as homemade sauces, pizza dough and burger buns. Although currently operating within Sweden only, SMBT plans on expanding to other European countries.
SMBT asked us to accompany them throughout the entire creative process. Our primary objective was to develop an informative website about the company and an additional web shop that users will be able to purchase products from. Since SMBT did not have any visual content to begin with, we helped them to create their visual identity and assisted with product photography.
At the beginning of the project, we sat down with the SMBT team to discuss their initial ideas. The result was simple: the goal is to create a “poppy” website with plenty of colours, positive vibes, and many animations. And that’s what we went with.
After some sketches and drafts, we had the first version of the website done: it was colourful, full of energy and motion. However, the team was not convinced—they quickly understood that their initial idea was too ambitious and they preferred to go with a simpler, more informative, and minimalist website. That’s where we got to work.
The new idea was different. The colour—instead of being the website’s focus—became an accent to accompany the simplicity of white. The SMBT brand was colourful and poppy enough, hence the choice to make the website minimalist. We opted for a clean white background on all pages and black typeface for contrast.
We created two different navigation bars, black and white, that we used interchangeably depending on the page’s layout. That allowed us to create a clear look and craft pages that are easy to navigate and read.
Although SMBT had their idea, mission, goals, and values figured out, they struggled with messaging and communication. That’s where we came in to assist them with copywriting for the website.
With the team, we crafted text for each page that was both informative and short at the same time. The goal was to talk about the brand’s mission in a way that would not overwhelm the reader.
SMBT had no proper visual identity to work with. All they had for us was a set of self-crafted logos and a colour palette with toned-down pastel tones.
As for the logotype, we chose a simple brand name written in lower case with a punctuation mark at the end for additional emphasis. We did not introduce any visual elements, such as icons or symbols, to the logo to keep it as straightforward as possible.
We decided not to alter the original colour palette too much. We ended up, however, adjusting the depth of the colours to introduce more contrast and vibrance.
We were lucky to obtain plenty of graphic materials from SMBT’s team, including images and etiquettes of their products and the logos of their sub-brands. This made it easier for us to design the website, as we did not have to create graphics ourselves.
What SMBT lacked was proper product photography. They did not have images of their sauce bottles and other edible products in the natural setting, and that’s where we came to help.
We paid a visit to one of the restaurants where SMBT sells their products, and spent a couple of hours there taking pictures of their goods. We ended up with over 25 high-quality images that we could use on the website and which SMBT could later use in their social media.
The main part of the web development project is finalised with the visual identity being completed and an informative website launched. In the autumn of 2025, we will continue to develop the e-commerce solution for SMBT to expand their operations. We remain in touch with SMBT regarding additional assistance with product photography and possibly content creation for social media.
