TOP POT DOUGHNUTS / website redesign
Who
Top Pot Doughnuts is a chain of coffee and doughnut cafes started in the Capitol Hill neighborhood of Seattle, Washington. It’s an oasis, where patrons could slow down and savor the nostalgia and taste of a secret 1920s doughnut recipe in a gorgeous vintage environment.
What
The current Top Pot site wasn’t responsively designed and it doesn’t provide a good experience for customers.
My role
User Researcher, UI/Visual Designer.
Tools
XD, Photoshop, InDesign, Illustrator.
Result
New site flow and responsive design prototypes.
Guiding Principles
Moodboard
Vintage inspired imagery mixed with personal photography evoking importance of human connections.
Color Palette
The colors were inspired by elements of 1950s Retro Decorating Style. The US thrived in its post-war recovery and the outlook was positive. Pastel colors that were particularly popular were turquoise, mint green, pale yellow and blue. I felt these calming but optimistic combinations of colors will be a good fit for the brand.
Typography
To support Modern meets Vintage brand message I chose a combination of the geometric sans-serif Futura and based on hand lettering for advertisement Sign Painter.
