Kronfågel — A whole site built on one idea: every page is a way in, and every way in leads to a meal.

Kronfågel needed a new digital identity and a site rebuilt around recipes, inspiration, and everyday usefulness. The old site was purely factual. Pages sat as dead ends, and a category most people shop on autopilot had nothing to pull them in.

We started from how people actually arrive. Rarely at the front door, usually deep in the site after searching a cut or a half-remembered dish. So we designed every page to be a starting page. Land anywhere and you know where you are and what to do next, with recipes and ideas leading the way forward.

You can see it clearest on a product page. It used to show a pack shot and a nutrition table and stop. Now it opens with what you can cook, routes you to the recipe, and suggests what to pick up alongside it. The meat becomes a meal.

I held the design direction and the user experience across the site, from the visual identity to the recipe pages, which I built to be simple, teachable, and made for the phone in your hand at the counter. The work lifts a whole category from spec sheets to something worth putting on the table.