Treepost
Treepost is a 3rd party curated retail marketplace of CBD and hemp brands. They use laboratory analysis and intuitive user interface design to make buying CBD transparent and easy.
The founders tasked me with creating a friendly, but trustworthy brand, that played nicely with the wide variety of branding from the many sellers on our marketplace. As a B2C and B2B company, I then undertook the massive challenge of creating a fully custom retail website with both consumer facing shopping, as well as a sellers portal for our business partners to upload their products.
Services:
Company Naming
Brand Identity Design
UX/UI
Custom Retail Website Design - Front and Backend
Email Design
Creative Direction
Agency:
Freelance, Gooneybird Design
The Brand
With a somewhat taboo subject matter, we needed the brand to be clean and trustworthy. Built on a geometric slab serif, we landed on a primary wordmark that is simple, subtle and growth focused. For the secondary badge, we built off the leaves in the primary wordmark, combining the leafy symbols of wellness and cannabis to develop our “Lotus Leaf.” This serves as a more direct reference to our products than the primary logo.
The Color and Patterns
We needed the colors to be the workhorse of the brand, so we selected a memorable, but limited palette. Heavy on the greens, an obvious choice when working with cannabis, but brighter and more energetic than the usual earthy tones. The purple became our growth and action color, signaling the new perspectives emerging on cannabis products.
The patterns are meant to be as calm, chill and natural as it will be to integrate our products into your wellness routine. The waves interchange in opacity to create a sense of motion and depth.
The Illustration Style
As a marketplace where each individual seller has its own brand and photography style, we used custom illustration to create a cohesive look for the platform. Maintaining our limited brand color palette, we focused the illustrations on lifestyle imagery that could be used individually or in a group, to give versatility across mediums for branding and marketing.
The Website: Consumers vs. Sellers
The business structure for Treepost is similar to Etsy or Ebay: individual sellers list their products on our marketplace for consumers to purchase.
Because of this structure, we needed two websites:
Consumer-facing retail site for purchasing
Seller-facing portal for uploading products and managing orders
A massive undertaking to design with more than 100 unique pages, there was also a ton of strategy around UX and data modeling the large amount of inventory.
CONSUMER WEBSITE
Information Hierarchy: Product Detail
Our product detail page presented the most challenges for organizing information hierarchy. Within the hero section, we had to account for 10 different information cues.
The value proposition for Treepost is tied to tested products and ease of purchase, so it was crucial for there to be clear hierarchy in the design of our product organization structure.
For the supplemental product information, we relied on a secondary menu that locked into place, while still allowing the purchasing box to follow the user.
Intuitive Design: Checkout Process
We created an efficient and understandable checkout process to allow users to easily purchase products across multiple sellers.
Smooth Interactions: User Accounts
Our consumers need a portal to access their purchases and we need them to submit reviews of those products. The design of the user account is simplified with interactions that are strategic and minimal for a positive interaction experience.
SELLER PORTAL
Management Made Easy: Order Detail
In addition to making ordering as easy as possible for consumers, we also created a platform where sellers could seamlessly manage their Treepost stores.
Data Modeling: Adding New Products
With an infinite number of sellers and product variations, we combined UI/UX and intense data modeling to achieve the frontend design.
ROI: Seller Payouts
There’s nothing more important to the seller than seeing the return on their investment.
Company launch email
Energetic and engaging with a side of giveaways!
Order Confirmation Email
Every online retailer needs one