Overview
About
I joined Cherryz in 2019, a newly launched e-commerce start-up, and played a key role in developing its brand identity and app over four years. The aim was to reposition the brand from offering quirky products to focusing on affordable everyday essentials.
Challenge
Solution
V1 to V2 Redesign: Enhanced the app with an Instagram-inspired grid layout and ensured a cohesive visual identity across all touchpoints, including the app, email campaigns, packaging, and social media.
V3 Redesign: Developed a customisable native app with an improved grid layout and premium feel.
Impact
The app achieved high ratings (4.7 on Play Store, 4.4 on Trustpilot) and became a trusted, recognisable brand.
The redesign contributed to Cherryz's growth, enhancing user engagement and positioning the brand as an affordable, accessible option for everyday essentials.
Role
Brand Designer, Art Director, UI Designer, Motion Designer
Redesigned V2 independently and collaborated with the Head of Product on the V3 redesign.
Timeframe
August 2019 - Jan 2024
“Shop the little things in life”
Cherryz initially launched as a website focused on quirky, affordable products, creating a fun and budget-friendly shopping experience.
The first app was similar to the website, and we aimed to encourage people to buy exclusively through the app, leveraging its convenience for mobile notifications. Our strategy was to elevate the app experience, aiming to make it the preferred shopping platform over the website.
We introduced an Instagram-inspired grid layout to encourage browsing and help users discover unexpected products.
Crafting a Friendlier, More Accessible App Experience
Cherryz is committed to making shopping affordable and accessible across the UK. To support this mission, I developed graphic guidelines that convey warmth, approachability, and reliability, strengthening Cherryz’s image as a trusted brand.
Key Improvements:
Rounded sans-serif font to communicate warmth and approachability
New animated illustrations for both app and marketing, enhancing engagement
Consistent icons for clear category representation
Unified product imagery by collaborating on a cohesive colour palette, replacing mixed grey and coloured backgrounds
Bright, playful colours that reinforce Cherryz’s affordable and fun product offerings
“Everyday essential for less. Delivered.”
The company identified a growing interest from customers in grocery shopping and essential products. As a result, it decided to refocus its offerings while maintaining its 'treasure hunt' concept. The concept was to make shopping for everyday essentials affordable and accessible to everyone across the UK, regardless of income or location.
A Fresh Native App with a Customisable Grid Layout
We built a new native Android and IOS app from scratch to gain more technical flexibility and redesigned the whole app.
The updated feed features a customisable grid that spotlights new products, marketing visuals, and promotions, offering an engaging showcase of the product range.
We revamped the discovery screen layout to display more content and improve user experience.
To elevate the brand's visual appeal, we streamlined the colour palette, removed the bright green for a more premium look, and eliminated illustrations and animations to avoid unnecessary distractions. I also built a new design system in Figma with reusable components and created design tokens, making collaboration with the engineering team more efficient.
Results & Achievement
The consistent and powerful brand image has contributed to making the app more trustworthy and appealing
An app and a brand liked by the customer (rate 4.7 Play store and Google store, 4.4 Trustpilot and in January 2023)
