Website proposal
The Black Land
The direction, the structure and a working store for Kemet Green Foods, ready for your review before we build on Shopify.
Prepared by Rasm Lab. The store runs on sample prices and product data, and the pack shots are concept renders. Download the slides (PDF)
The idea
Kemet means the black land.
Long before anyone called it Egypt, the people of the Nile called this country Kemet, after the dark silt the river left behind every year. The brand starts there, and so does everything on the site.
- Forest
- The soil
- Olive
- What grows from it
- Paper
- The light on the field
What we found
From your brief to this design
The reference: Nile Garden
An Egyptian producer in the same world: table olives, oil, peppers, artichokes, grape leaves and mixed pickles. It sells through retail chains and delivery apps, so its site works as a brochure.
Where Kemet can pull ahead
- Large product images
- Prices, sizes and a real cart on every product
- Ingredients and nutrition people can scan
- A clear path for trade buyers
- A brand idea of its own, in place of generic black and gold
The logo
A heavy, wide wordmark that feels grounded and honest. We sampled the three colours directly from it, and the headlines echo its letterforms.
We redrew it as clean vector from the file we received. Your original artwork should replace this redraw before launch.
The brief, and our answer
- Five categories
- Five product lines, each with its own page and colour
- Olives (oil, table olives)
- Two sub-categories inside Olives & Oil
- Timeless, creative, simple palette by line
- One quiet tone per line, on lids, labels and image backgrounds
- Website colours same as logo
- Buttons, menus and text use only forest, olive and paper
- Our services
- A full page with a three-step quote request
- Contact, email
- A contact page, copyable addresses and an email signup
- A specific theme?
- No paid theme needed. Custom sections on Shopify's free Dawn theme
Colour
Three logo colours, five line tones
The site itself stays in the logo colours. Each product line adds one quiet tone, seen only on lids, label bands and image backgrounds, so the range reads as a family of five.
Olives & Oil
Pickles
Preserved Veg
Sauces
IQF VegType
Type
From the black land to your table.
- Archivo Expanded, ExtraBold
- Five lines. One land.
- Archivo, Regular
- Picked green and firm, then cured slowly in natural brine.
- Archivo Narrow
- EGP 19 / 100 g · 680 g
- Labels between hairlines, from the logo
- The range
- Cairo, for Arabic names
- زيتون أخضر · مخلل لفت · ملوخية
- Kemet as it was first written
- 𓆎𓅓𓏏𓊖
Structure
Sitemap
Every page in the prototype. Tap any box to open it in the store.
Five product lines, under Shop
The path to buying
- Product pageSize, pack, details
- Cart drawerOpens from any page
- CheckoutShopify's own, in your colours
- ConfirmationOrder status
Homepage
Top to bottom
Hero
The brand idea in one image: the range standing in rows that curve like the furrows in the K. Two doors, shop the pantry or buy for a business.
Five lines
The main way into the range. Hover a line and the jars and colour change. On phones it becomes a row you swipe.
Start here
Four best sellers. Size and Add sit on every card, so people can buy without leaving the page.
The black land
The story in three sentences, with Kemet written in hieroglyphs and the furrows rising as you scroll.
Oil spotlight
One hero product with taste notes and its own buy button. This slot can change with the season.
The Five Lines Box
One product from every line at a small saving. An easy first order that lands just under the free-delivery line, so one more jar gets it there.
Trade door
The four services and a route to the quote form, for buyers who came for cartons and pallets.
Footer
Email signup, contact details you can copy, every link, and the wordmark at full width.
Key pages
Desktop
Hover to scroll through a page, or open it live in the store.
CollectionOpen live
ProductOpen live
Frozen productOpen live
Our ServicesOpen live
All productsOpen live
Our StoryOpen live
Phone
Experience
What makes it sell
Two doors from the first screen
Shop the pantry, or Buying for a business? Home shoppers and trade buyers never get in each other's way.
Every card works the same
Same height, size and Add always visible. Buy from the grid without opening a product. Sold-out items drop to the end.
Packs and cases
Single, pack of 6 or case of 12, with the saving and the price per 100 g shown, so shoppers can compare at a glance.
A cart that builds the basket
A free-delivery bar and "Goes well with" suggestions you can add without leaving the drawer.
Frozen delivery check
IQF products ask for your area before you buy, and the cart and checkout warn you if an order includes frozen items.
Search in two languages
Live results for "olive" or "زيتون", with Arabic names on every product and every label.
A quote in three short steps
Errors appear next to the field. Asking from a product page pre-selects its line, and Back keeps what you typed.
Built for phones first
Sticky buy bar, filter sheet, swipeable gallery, large tap targets and full keyboard support.
Ready for Shopify
No paid theme and no paid design app. Custom sections on the free Dawn theme, the same base as CIELO.
See how each piece is built on Shopify
- Header and mega menu
- Shopify menus, with images from each collection
- Hero
- Custom section with separate desktop and phone images
- Five-line switcher
- Section with five collection blocks and a short script
- Product cards
- Card snippet with a size picker from variants and add to cart without reloading
- Line colours
- Collection metafields feeding the theme's colours
- Product page
- Metafields for Arabic name, ingredients, nutrition, storage and uses
- Packs and cases
- Variants: Size and Pack options, each with its own price
- Free-delivery bar
- Cart drawer snippet, with the threshold as a theme setting
- Frozen delivery
- A separate shipping profile limited to chilled delivery zones
- Five Lines Box
- Shopify Bundles, the free app used for CIELO's Ease Set
- Quote and contact
- Page templates using Shopify's contact form, tagged by topic
- Search
- Shopify Predictive Search
- Arabic store
- Translate & Adapt plus a right-to-left stylesheet, if wanted
Next steps
What we need from you
- Approve the direction
Tell us what to change in the design.
- Send the real content
The list on this page.
- We build on Shopify
Theme, products and delivery rules.
- Test and launch
You check it, then it goes live.
- Colour by line. We read "based on line" as one colour per product line. Is that right?
- The real range. Product names, sizes, prices, ingredients and nutrition. Everything shown is sample content.
- Packaging and photos. These pack shots are 3D concept renders. Do you have packaging, or should this design become it?
- Services. We assumed private label, export and bulk, food service and contract packing. What do you actually offer?
- Frozen. Will you sell IQF to home shoppers? Which areas, what fee, what free-delivery threshold?
- Arabic. Should the store launch in Arabic too, or follow after?
- Details. Email, phone, address, certificates, payment methods and the master logo file.