Project Overview

normal® ice cream is anything but ordinary. Normal® is a company out of Salt Lake City, UT that is known for their unconventional flavor combos. The owner Alexa Norlin wanted a website design to reflect Normal’s unique personality and to push the site's functionality to the next level as they move into new markets.

My Role

I was brought on as the lead designer responsible for the entire UI/UX redesign of the website, from concept to final design mockups. I was also responsible for developing the site and used Adobe AEM as the content management system. The site was developed in HTML, Javascript and CSS.

Design Challenges

The biggest challenge here was taking an already established brand and pushing it further to create a stronger sense of personality. normal® ice cream hadn’t historically limited itself in terms of color palettes, graphics and marketing materials. This meant I had a big pool to draw from in terms of source material. The main question I had to ask was “What and who is Normal?”. To answer that questions I created mock ups in Figma to create a visual vocabulary for what exactly normal® was.

Design Process

The design process started by meeting with Alexa to identify her technical and visual requirements for the new site. She requested improvements to their invoicing system and for the new branding to feel unique and authentic. With those requirements in mind, I created initial drawings to explore how to push the branding visuals, then created wireframes, mockups and prototypes in Figma for the new site design until we’d reached a version that they were happy with.

Development Process

I built the site in the content management system Adobe AEM. We built custom blocks with a combination of javascript, HTML and CSS. The project involved integrating the site with Stripe for payment processing and we focused on getting an MVP version of the site up by building out essential blocks, then custom decorated pages. The site is hosted on cloudflare.

Final Outcome

Why don’t you see for yourself :) normal.club