Kulon's Website V2
Web & Digital

Kulon's Website V2

Role Web Design for Company Portfolio
Client Kulon Pte. Ltd.
Year 2023

Overview

Kulon was ready to refresh its brand image after four years, following the launch of Ono Ramen. The focus shifted from eCommerce to a company portfolio website to strengthen their online presence. Having gained more web development experience, I built the site from scratch for greater flexibility. This was a pro-bono role.

Key Contributions

  • Redesigned and optimised the company's portfolio website from scratch for improved user experience and brand alignment.
  • Developed a responsive and modern interface with enhanced visual storytelling elements.
  • Collaborated with the client to identify pain points and prioritise key content for better navigation.
  • Integrated SEO best practices and analytics to increase organic traffic and user engagement.
  • Streamlined backend content management processes to simplify updates.

Design & Development Approach

With the need for a more flexible and customised solution beyond the limitations of WordPress, I opted to build the website from scratch. This allowed for more customisation on how the website looks, less overhead, and a stronger brand identity.

Key Contributions:

  • Responsive Design: Ensured a seamless experience across desktop, tablet, and mobile devices.
  • Visual Storytelling: Emphasised brand identity and company milestones with immersive visuals and clean layouts.
  • Flexible Structure: Enabled easy updates and future scaling based on evolving brand requirements.

Design screens — categorised menu and order flow

Design screens — order confirmation and pickup scheduling

Brand Evolution

A significant shift was reimagining the website's purpose to better represent Kulon as a company.

Key Contributions:

  • Showcasing Kulon's Expansion: Dedicated pages for Kulon Bakmi, Ono Ramen, and key company initiatives and milestones.
  • Consistency Across Brands: Balanced visual differentiation between Kulon's main site and its sub-brands while ensuring a cohesive design language. Each brand retains its unique identity while aligning with a unified aesthetic.
  • Removing eCommerce: Simplifying site navigation and shifting focus to highlight brand growth and expertise.
  • Building Brand Credibility: Creating a professional and polished online portfolio to enhance brand positioning.

Brand section — About Us and company journey

Brand section — Ono Ramen's dedicated page

Additional Contributions

Content Strategy

Working with Kulon on the website's content strategy:

  • Streamline Navigation: Prioritised key information for better user flow and discovery.
  • Craft Engaging Content: Highlighted Kulon's milestones and mission with concise messaging.
  • Focus on Visual Elements: Used photography and design elements to convey the brand's authentic, culinary-driven identity.

SEO & Analytics Integration

Implemented SEO best practices and integrated analytics tools to improve visibility and monitor user engagement:

  • Optimised metadata and on-page content for searchability.
  • Installed Google Analytics to track traffic and user behaviour.
  • Provided insights and recommendations to refine content strategy based on visitor data.

Working closely with the client, I identified pain points and prioritised content for an improved user experience. Regular feedback sessions ensured the site met evolving business needs while maintaining a user-first approach.

Kulon Pte. Ltd. is a Singapore-based company combining Japanese and Indonesian noodle traditions through its brands, Kulon Bakmi and Ono Ramen. Kulon Bakmi has been featured in Time Out Singapore's "Recommends" list from 2020 to 2023.

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