Cold room to spare.
INSIDEA designed this homepage for a chilled and frozen food warehouse. Hoarfrost Cold Storage is a fictional brand, so the names, people and numbers on the page are invented.
- Industry
- Logistics, energy and transport
- Typeface
- Spinnaker
An Appleton, Wisconsin warehouse with chilled and frozen rooms for cheese makers, ice cream brands, meal kit kitchens and bakeries, whose homepage gets food brands to request a storage plan: frost white, deep navy, cold blue and butter yellow, a friendly rounded sans display face and a collage of three cold-storage photos with a butter-yellow temperature tile.
The brief
Specialty food makers who have outgrown a rented freezer need to know how much cold space to reserve and what it will cost each month. The page must size the plan from their own volumes and the posted rates, then get them to request a written plan.
The direction
Cool, clean and bright, frost blue with a warm butter accent. The first screen is a photo collage: a frosted freezer aisle carrying the white headline and a deep blue button, wrapped cheese wheels on racking, a fogged dock door with a gloved hand on a pallet, and a butter tile with the two room temperatures.
The detail
The worked example reserves 75 frozen positions, 60 held plus 15 for headroom, and 75 at $34 plus 60 pallets of handling at $18 give $2,550 and $1,080 for the $3,630 month. The page also says what it will not do: it does not pack single units for online orders, and below ten positions it says a rented freezer still makes sense.
- Display
- Spinnaker
- Text
- Mulish
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