Pataks: A Modern Twist on Tradition
Role: UX/UI, Branding, Visual Design
Overview
Pataks, a cherished UK-based Indian curry brand with a rich family heritage, traces its origins back to Mr Pataks, an Indian immigrant who introduced authentic Indian recipes to the UK audience. Over the years, Pataks has become synonymous with delicious curry recipes widely enjoyed across the country and available in most supermarkets. As part of an eCommerce online project, we were tasked to re-design their outdated website. An essential market insight revealed the need to connect with a younger generation accustomed to seeking culinary inspiration through YouTube recipe tutorials on their iPads while cooking in their kitchens. Our mission was to re-invent Pataks, bridging the generational gap and captivating a modern audience.
Pataks Original Website
BRAND ELEMENTS AND USER INTERFACE
The existing static CSS layout with illegible typefaces and superfluous decorative elements required a contemporary makeover. My main focus for the homepage encompassed the following:
Showcasing Products and Recipes: To cater to the desires of modern users, I prominently featured Pataks' products front and centre, enticing visitors with mouth-watering Indian recipes displayed in a captivating carousel format. This approach allowed us to demonstrate the delightful variety of curry spices.
Emphasising Heritage: To honour the brand's rich history and heritage spanning generations, we dedicated a section on the homepage to showcase the journey of Pataks over the decades. This storytelling approach fostered a deeper connection with the brand, evoking nostalgia and authenticity.
Interactive Recipe Section: A dedicated recipe section empowered users to filter recipes according to their preferences, including specific time of completion, level of difficulty, and spice level. Each recipe card featured essential information, making it easy for users to explore and experiment with Pataks' culinary delights.
Categories Showcase: A section thoughtfully curated to display all the categories of products Pataks specialised in.
Newsletter CTA: A key aspect was getting users to subscribe to the newsletter for recipe updates and product promotions.
The Recipe Experience
The recipe page emerged as a gateway to showcase Pataks' curry products. By preselecting the 'Pataks' list of ingredients, users could instantly add products to their cart and then customize the overall ingredient list by adjusting the number of servings, ensuring a seamless and efficient experience.
AMPLIFYING USER-GENERATED CONTENT
Incorporating the power of user-generated content became a central element in Pataks' branding strategy. Encouraging people to upload their recipes, a blend of Indian culture, food, and vibrant colours via Instagram, fostered a strong community connection and sparked enthusiasm among Pataks' loyal fan base.
RESULTS AND IMPACT
The reimagined Pataks eCommerce site achieved remarkable outcomes:
Engaging Modern Audience: The visually appealing and user-friendly interface resonated with the younger generation, successfully connecting with a tech-savvy audience.
Enhanced User Experience: The responsive website with interactive sections enhanced the overall usability, encouraging users to explore and purchase Pataks' products.
Increased Brand Sentiment: The revitalised branding, enriched with heritage stories and user-generated content, amplified positive sentiments towards the traditional brand.
Conclusion
By embracing user-centric elements, storytelling, and the influence of user-generated content, Pataks succeeded in bridging the generational gap, securing a special place in the hearts of a modern and diverse UK audience.