Katletki Slavic Meatballs
web design + branding
Katletki are healthy homemade Slavic meatballs made of 50/50 veggies and meat. The company promotes balanced diet, and uses unique methods of cooking and sourcing ingredients to reduce food waste. Katletki for Russian speaking people are like burgers for Americans - we all grew up with them, we all had different favorite makers. This brand is focusing on adopting the traditional Slavic product to American audience.
MY ROLE: I built brand identity, created initial mockups in Sketch, managed informal surveys among potential customers, and building out the site in Weebly.
SKILLS/TOOLS: Photoshop, Illustrator, copy writing, photography, Sketch, Weebly, UX+UI design, HTML.
SEE FULL WEBSITE @ KATLETKI.COM
Website was originally built on Weebly platform, but after a year of functioning, decision was made to switch to a more universal platform as Wordpress.
To execute on home page hero I used pro bono photography services from Start Small Think Big. Some Photoshop editing was applied.
Katletki takes pride in their ingredients. 5 qualities of ingredient are shown in illustrations.
I used simple hand-drawn style symbols to explain the core values of Katletki.
Instagram is the most important source of promotion channel for food products online. (Still, Instagram started as a check-in app for eaters and travelers). Thus, Katletki has its colorful Insta feed on the main page. I create most of the posts (copy and visual) and occasionally use bloggers and micro influencers info to post on our account.
Inspiration comes from combination of
classic sausage on fork logo;
different kinds of oval, imperfectly shaped, and differently colored Katletki;
a touch of green (parsley) that is an ingredient for all Slavic meatballs;
a smily face to convey calm or content state of mind.
This brand style guide is all about bold color palette of Katletki.
First, they dedicate an entire page to their brand colors, which shows how much those colors mean to them. And then by breaking down the page into proportions, they illustrate which color should be used the most.
All print material for Katletki are made with Photoshop and Illustrator tools. Business cards can have different photos on them. I both recruited pro bono photographers and took and edited photos myself. More print materials include pop-up menus, table cards, flyers.
Packaging is the first silent interaction to a potential customer who knows nothing about the brand. This interaction can become the last if there's nothing that customer relates to on the packaging.
Katletki goal was to put lots of introductory information, with infographics and minimum plain text.
After a thorough research in store and online, I put together a Pinterest mood board. Each packaging is color coded and has different illustrations.
Menus for pop-ups often need to updated according to the needs of clients and venue. Mostly printed in house, with convenient layout that can serve as a pocket business card or to go menu.