Reimagining the dot-com of a beloved cookie brand
OREO, established 1912, is a global cookie brand available in 100+ countries. OREO is known for their iconic "Stay Playful" message and their multi-generational appeal.
Problem
OREO wanted to consolidate their online store and main website into one dot-com. The goal was to create a site that reflected their playful brand image where people could learn about OREO, buy cookies directly, and design custom gifts via their new OREOiD offering – instead of just grabbing cookies at the store.
Impact
+500% site revenue after launch
Streamlined design process with component library
4 Webby Awards in 2021
Role
Senior UI Designer
Timeline
January 2020 - August 2020
Team
1 Assistant Creative Director, 1 Art Director, 1 Senior Designer (myself)
My involvement
Designed homepage, product detail, product listing, and recipe pages
Defined the overall look and feel for the entire project
Organized team's design files for developer handoff
Collaborated with engineering to maintain design consistency
Managed design system and component library
Collaborated with OREO on website's brand strategy
Awards
OREO won 4 Webbys Awards for personalization and digital experience within the consumer packaged goods space.
Webby Winner
Websites and Mobile Site - Food & Drink 2021
People's Voice Winner
Websites and Mobile Site - Food & Drink 2021
Webby Winner
Websites and Mobile Sites - Best Practices 2021
People's Voice Winner
Websites and Mobile Sites - Best Practices 2021
Final shipped designs
Twist, Lick, Dunk
We designed a moment for OREO's iconic "twist, lick, dunk" tagline that ended in the cookie splashing into a sea of milk. This allowed some visual space and also sparked joy for users as they scrolled down the page.
Dynamic, simple visuals
We prioritized letting OREO's iconic blue and dynamic imagery shine, with a simple, clean UI. We incorporated playful iconography, engaging copy, and modular components to ensure scalability for the entire team.
Product details, product listing & recipe pages
We designed modular, flexible pages to support OREO's library of merch and recipes
Delightful brand moments
We incorporated playful animations, easter eggs, and other memorable, connective moments that reflected OREO's brand values
