Orontes
1 Product, No Brand
Brand Identity Translation · UI Redesign · Visual Systemization · Consistency Audit
A small dairy startup, one product on the shelf, and a website that didn't match it at all.
This is how the label became the whole brand, and helped bring in 10 retail partners along the way.
Read more below
Project Overview
Project Contraints
This project came together in two weeks for a startup with very few internal resources to draw on. Instead of a research-led process, I worked mainly off the marketing director's direction and the product's own packaging, which ended up shaping the design more than anything else.
Role
UI Designer
Members
Suleyman Sarigoz (me)
Murat Hokka (CEO)
Shayne Reed (Brand Manager)
Industry
Retail
Timeline
2 - 3 weeks
Tools
Figma
Claude
Who is Orontes?
Company Goal
Disrupt the dairy market with a locally-sourced, minimally processed product offering superior creaminess and richness.
Compete with current leaders in the market.
New Company, 1 Product
A small company with only 1 released product based in Pennsylvania.
No online presence, no social media, barely any instore product.
The Problem ✖
Inconsistency With Product Label
Orontes' website looked nothing like its product. A shopper who found the yogurt on a shelf and searched for the company online would land on a site with a completely different visual language — different fonts, colors, and tone — undermining trust and brand recognition before a single word was read.
The Solution ❤︎
Instead of designing a new identity from scratch, I built everything outward from the product label itself, pulling in its fonts, colors, and imagery like the mountain, the river, and the decorative ribbon.
That same visual system carried across the website and into a booklet covering the company's history, products, and pricing, giving Orontes a consistent brand across every touchpoint, on shelves, online, and in the room with potential retail partners. That consistency played a part in securing 10 retail partnerships
Inspiration & Direction
Target Audience
Values-Driven Shoppers
Drawn to smaller, locally-sourced brands over mass-market options, and willing to pay more for quality they trust.
Label Readers
Actively check ingredients and sourcing before buying, so the product's packaging carries real weight in their decision.
Cross-Channel Expectations
Discover the brand in more than one place, on the shelf, online, in a retail partner's pitch, and expect it to feel consistent everywhere.
Credibility Over Polish
Care more about whether a brand feels authentic and trustworthy than whether it looks slick, which made consistency the priority over reinvention.
Design Inspiration
The font, mountains imagery, decorative ribbon, and building motif elements from the product label were carried through the entire site redesign.
Design Changes
Product Page
Easier Navigation
Put two products on one page to save clicks for info.
Visual Harmony
Used same product label color for quick product recognition.
Clear Organization
Arranged content from general to specific.
Following Human Behavior
People Skim Text
A common human habit is scanning entire pages instead of reading them.
Proper Hierarchy
The story is divided into sections (beginning, middle, end) helps new visitors to understand the gist of the page along with the aid of pictures.
Home Page
Easier Navigation
Put two products on one page to save clicks for info.
Visual Harmony
Used same product label color for quick product recognition.
Clear Organization
Arranged content from general to specific.
Design Details
Product Lable > Website > Booklet
Specific elements from the label were incorporated into the redesign to keep the site consistent with the product.
Font
Used across headers and body copy so the site reads as the same brand the moment you land on it.
Mountain imagery
Shows up in banners and section dividers, tying back to the product's local, Pennsylvania roots.
Decorative Ribbon
Repeated across page headers as a small but consistent link back to the packaging.
Buildings Motif
Worked into illustrations to reinforce the small-batch, local feel of the brand.
Beyond The Website, The Booklet
Once the visual system was established from the product label, I extended it beyond the site into a booklet covering the company's history, product lineup, pricing, and what makes Orontes different from everything else on the shelf. It used the same fonts, colors, and imagery as the website, so retail partners seeing the booklet and the site got the same consistent brand either way.
That consistency mattered. The booklet became a key piece in Orontes' retail pitch, and helped the company secure 10 retail partnerships.
Design Changes
Old Pages
New Pages
Looking Back
What We Did Well
Trusted The Source Material
It had no formal brand guidelines, but it was already working commercially. Instead of introducing new direction, I built the entire site around it, which was the right call since the goal was consistency, not reinvention.
Delivered Under Pressure
Two weeks, a startup with almost no existing assets, and a marketing director's input to work in. I still shipped a complete redesign in that window, which meant making fast, confident decisions without room for multiple rounds.
What We Can Do Later
Build A CMS
Recipes and similar content shouldn't need a designer or developer every time. A lightweight CMS would let the team manage that on their own.
Document The System
The decisions right now live in my head and in Figma. A proper components and brand guidelines doc would help the next designer or developer pick this up without reverse-engineering it from screenshots.
What We Would Do Differently
Ask for more research time
I attempted a card sort early on, but two weeks didn't leave enough room for it to actually inform the design. Next time, I'd ask for the additional time upfront to run competitive research and a proper card sorting exercise, so both could genuinely shape the structure instead of happening in parallel with no real influence on the outcome.
Confirm Resources Upfront
I didn't find out until after the redesign was done that Orontes had no developer to build it. That's a day-one question, since it changes how I'd prioritize and how much time I'd spend on developer-ready specs.
Selected Works
