Art direction of a complete website redesign for a brand of cost supplements

MittVal has been around for 10 years. Due to increasing competition and a recent redesign of the packaging, they wanted a complete redesign of their website.

Visually, the new website was designed to express inspiration, positivity and lightness. Instead of using photos to convey the brand image, I created a abstract watercolor style by using the existing product graphics as a base.

An important change was to centralize the user experience around the products and to avoid a corporate CMS look and feel. Hence, the structure is seemingly transparent and non hierarchical and every product has it's own "startpage" differentiated by color and graphics. This approach made it possible to present each product as attractively and clear as possible to the consumers.