Cheff de Casa
A page that makes you hungry.

The problem

The product was good, the page didn't sell.

Cheff de Casa sells a method for prepping the week's meals at home, spending far less than ordering takeout.

The offer had to win over people who think they can't cook. Explaining in text wasn't enough: people needed to picture themselves doing it.

Identity in blocks: food, brand and the page.

The solution

We designed the sales page around a line that speaks to the pain: “You don't need to be a chef, you just need to stop spending R$40 a meal.”

The page centers on the pain: “You don't need to be a chef, just stop spending R$40 a meal.”

The page mixes food photos, testimonials and the savings math in short blocks, and works from mobile to desktop.

Decisions

What we decided before designing, and why.

The pain in the headline, the method after
First the takeout spending, then the solution. People recognize themselves before hearing the offer.
A photo grid instead of paragraphs
Bento blocks with food, people and numbers: you get the offer with a quick scroll.
Warm orange and a serif
Gelica with orange feels like a home kitchen, far from the online course look.