The Big Grow

The Big Grow is an ongoing yearly campaign run by Innocent to promote growing fruit and veg at home. Innocent asked us to design a new website for the UK and Ireland that would increase user engagement, delight the audiences and ultimately give their customers a place to learn more about The Big Grow.

Innocent had recently undergone a visual refresh, so we saw the opportunity to update the existing Big Grow aesthetic. We created a digital styleguide that introduced a more playful UI approach and started exploring a more content-focused approach for the new site layout. This included reworking illustrations and creating new illustrations that could be used throughout.

A big part of the redesign was to integrate CSS animations and playful interactions where possible, animating illustrations, triggering scroll animations, oversized UI elements and a bold colour palette.

The website redesign was live for just over a year including 2020 until due to parent company governance direction Innocent had to house it on their umbrella site. In that time, the redesign saw an increase in traffic and engagement.