Hershey's Dagoba Organic Chocolate
Art Director for complete website design and build, creating an organic and premium brand experience for Hershey's artisanal chocolate line
Complete Website Launch
2016-2018
Art Director
PriceWeber
The Challenge
Design and build a complete e-commerce website for Hershey's premium Dagoba Organic Chocolate line that would communicate the brand's commitment to organic, ethically-sourced chocolate while providing an intuitive shopping experience.
Objectives
- Create a premium, organic brand experience that differentiates Dagoba from mass-market chocolate
- Design an intuitive e-commerce platform with detailed product information
- Develop responsive layouts that work seamlessly across all devices
- Integrate brand values and storytelling throughout the user journey
My Responsibilities
- Complete UI/UX design for homepage, product pages, and content sections
- Responsive web design ensuring optimal experience across desktop and mobile
- E-commerce functionality design including product catalogs and shopping features
- Brand integration and visual storytelling for organic chocolate positioning
The Solution
Designed a comprehensive website that balances premium aesthetics with functional e-commerce capabilities. The design emphasizes natural, organic elements through rich photography and earth-tone color palettes while maintaining clear navigation and product discovery paths.
Project Gallery
Homepage design featuring hero messaging and brand storytelling sections
Product detail page with comprehensive product information and nutrition facts
Responsive design showcase across desktop and mobile devices
Brand values page highlighting organic sourcing and social impact
Recipes section encouraging engagement and brand loyalty
Results & Impact
- Successfully launched complete e-commerce platform for Dagoba Organic Chocolate
- Created cohesive brand experience across 15+ page templates
- Delivered responsive design supporting desktop, tablet, and mobile experiences
- Integrated brand storytelling with functional shopping capabilities
Key Takeaway
This project demonstrated the importance of balancing premium brand positioning with practical e-commerce functionality, showing how thoughtful design can elevate a product category while maintaining usability.