Case Study

Heyday Fermentables

Designing a modernized Ecommerce solution for home DIY foodies

The Challenge

Creating a product that catered to the health conscious individual was core to our brand thesis, this challenged us to take a more holistic approach on what customers appreciate in a DIY product and what some of the major issues were for similar products in the space. Through market research and interviews, we discovered ease of use was the most important factor to the consumer. With that knowledge, we communicated the value proposition accordingly and created a similar experience to purchase and repurchase through a simple conversion path.

Launch Project

What we did

  • Brand Strategy
  • Brand Design & Identity
  • Website Design

The Results




Positive feedback from focus group participants


Increase in social engagement


A fresh new brand steeped in culture and tradition

We established a brand direction around nutrition and health and wellness. Image selection involved people enjoying the process of creating and celebrating the act of healthy eating. From the logo to colour and typography selection, the brand was heavily inspired by retro dining with a slightly modern twist.


A website rich with ingredients

We designed the website to be rich in visuals to highlight the beauty of the ingredients and to clearly communicate the products simplicity. We created two clear customer purchase paths - one for first time purchases and another for repeat customers ordering product refills.

Margot Loveseth - Founder of Heyday Fermentables

“Working with Figment on the Heyday website design was a great experience, website development can easily go sideways, but they were organized and thorough, adhered to deadlines and was a breath of fresh air in the development of our website.”