Role
ReDesign
Whidbey Pies is a family-owned pie company based on Whidbey Island, Washington
Since 1986, they’ve been handcrafting fruit pies using traditional techniques and high-quality, locally sourced ingredients
Whidbey Pies already had an existing website, it had become outdated over time and no longer reflected the brand’s evolution as a modern, growing company with a strong heritage, making a redesign essential
Figma
Squarespace
Adaptive Design
No-code Development
About
Tool used
MAIN COMMERCIAL TASKS
MAIN VISUAL TASKS
Increase sales by making it easier for customers to order pies online
Strengthen brand perception to reflect a modern, high-quality artisanal brand with a long-standing history
Refresh the visual identity to balance the brand’s long history with a clean, contemporary look
Create a warm, authentic aesthetic that reflects a family-owned, handmade product
Attract new customers and wholesale partners
Starting Point
Website Before Redesign
The existing website had an unclear navigation and information hierarchy, making it difficult for users to quickly understand the offerings and find key sections
One of the main goals at this stage was to simplify the structure, improve navigation flow, and clearly guide users toward primary actions such as pie ordering
Visually, the website felt outdated and inconsistent, which didn’t reflect the brand’s craftsmanship, quality, or long-standing heritage
The main goal of the visual redesign was to modernize the visual style while preserving the spirit of a family-owned business and honoring the brand’s history
Structure Review
WEBSITE MAP
As a first step in the redesign process, the website structure was improved by developing a clear and intuitive sitemap. All content was organized logically, the most important pages were highlighted, and a seamless navigation experience was created
In particular, the journey for wholesale customers was simplified, making it easier to find products, place bulk orders, and access relevant information quickly and efficiently. A smooth and effortless navigation was ensured for all visitors
Initial Concept Failed and Lessons Learned
My initial idea for the redesign was quite bold: a modern layout with a dynamic grid, large typography, animation, and a bright red accent color to stimulate appetite and bring more visual energy to the brand
However, after presenting the concept to the client, it became clear that they were looking for more subtle changes. For them, it was important to preserve the warm, family-owned atmosphere of the bakery and keep recognizable elements of their brand identity, such as the ribbon-style banner with the company name.
Recognizing this misalignment before moving further into design, we shifted the concept toward a more classic grid and a simpler composition to better reflect the brand’s warmth, authenticity, and long-standing craftsmanship, ensuring the visual direction aligned fully with business goals and brand values
UI
Design
Main page
Year round flavors page
About Pies page
11 pages in total were designed and developed for the website. You can explore the full project via the link
Wholesale page
My personal Challenges
This project was unique in that the client is a local brand based in the same city where I live, which meant that all communication and presentations were conducted entirely offline. I had the opportunity to visit the production facility, observe the full process, and experience the brand firsthand
This was my first project without remote meetings, as my previous experience was based exclusively on Zoom communication. The in-person collaboration allowed for a much deeper understanding of the brand’s atmosphere, values and craftsmanship, enabling more thoughtful decisions and a more effective, authentic design solution
what was done
A full content review and restructuring, resulting in a clear and intuitive website architecture
A complete UX/UI redesign that modernized the brand’s visual presence while preserving its traditions, history, and family-owned spirit.
Design of 11 custom page layouts optimized for desktop, tablet and mobile devices
Website development on Squarespace, including the setup of a dedicated wholesale portal and all essential site functionality
Conclusion
Here is the Whidbey Pies owner’s perspective on the redesign and how the new website reflects the brand’s values, history, and vision
This feedback comes from a wholesale customer and shares their experience using the updated website for ordering and navigation
The new website truly reflects who we are as a brand. It feels modern, but still warm and authentic to our history as a family-owned business. The structure is much clearer, and our customers can now easily find what they’re looking for. The process was thoughtful and professional from start to finish
The updated website made ordering much easier. Everything related to wholesale is now clear and easy to access, which saves a lot of time. The site feels intuitive and professional, and the ordering process is much smoother than before