Peruvian Nature
Founded in 2001, Peruvian Nature grows, processes, and exports high-quality superfoods from Peru to the world. Four years after their first site — also built by Fibra Studio — the brand needed a redesign that felt more concrete and could carry a much larger set of product categories.
SUMMARY
- The challenge: redesign a four-year-old site to feel more concrete, and expand its visual system to hold a catalog that had outgrown it — more categories, more color, more typographic range.
- My role: UX, from design through launch.
- The result: a visual system built to grow with the catalog, instead of straining against it.
THE PROBLEM
The original site had done its job for four years, but the product line outgrew it — more categories, more variety, more story to tell than the design was ever built to hold. Cramming new product lines into a system sized for a smaller catalog was starting to show: everything looked the same regardless of what it actually was.
THE SOLUTION
I led UX from design through launch, building a system with real range — more color, more typographic variety — sized for a catalog this size instead of the smaller one it replaced. The result gives each product category its own visual weight, without losing what made the brand recognizable in the first place.
