Design & production of a playful and engaging experiential website that weaves the nature of the product into the fabric of a unique branded design and user experience.
CLIENT: FIELD Extracts
INDUSTRY: CANNABIS
AGENCY: Orange Line
ROLE: Design Lead & Art Director
OVERVIEW
FIELD is an LA based cannabis product manufacturer known for its award winning premium extracts. They were looking for an experiential website to showcase the brand and the product to their target market of boutique dispensaries and extract aficionados.
Brief in Brief
WANT: A website with experiential elements, considering playful and psychedelic nature of cannabis culture
BRAND VISUALS: Minimal, clean and scientific with playful accents.
AUDIENCE NOTES: Target audience of boutique dispensaries and extract aficionados particularly interested in the physical aspect of product (appearance, consistency)
REQUIREMENT: Focus on high quality product photography
Challenges
MAKING PSYCHEDELIC MINIMAL: Combining minimal, clean brand identity with a more playful and psychedelic approach.
BRAND ENHANCEMENT: Developing a distinct digital visual identity without affecting the integrity of the original minimal brand identity.
COMBINING EXPERIENTIAL WITH USABILITY: Balancing experiential elements with a simple and clear UX
BRAND ENHANCEMENT: Developing a distinct digital visual identity without affecting the integrity of the original minimal brand identity.
COMBINING EXPERIENTIAL WITH USABILITY: Balancing experiential elements with a simple and clear UX
TACTILITY: Showcasing the physical, tactile nature of the product in a compelling manner without conventional lifestyle video content.
SOLUTION
After a thorough process of experiential website research, moodboards and workshops, we developed the idea to create macro video content (in the style of existing high quality macro product shots) of key products ‘melting’ and ‘dripping’ and build these into hero sections of the website design, where the scroll is tied the video playback, so as the user scrolls down, the extract drips down towards the next section, and as it scrolls up it is drawn up.
We also designed and developed an interactive psychedelic play goo inspired by the production process, for users of the site to play with.
THE GOO MODULE
The interactive play module was inspired by the pressing process [see images below], creating an interactive ‘lava lamp’ style experience with oozing and dripping that can be manipulated with the cursor. [see video below].
SELECTED desktop SCREENSHOTS
Extending the visual identity
To create a cohesive and distinctive visual identity across the site, the slash motif was extended across the site and applied to: Image Masks, Bullet Points, Buttons & Graphic Accents.
SELECTED mobile SCREENSHOTS
