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Hugo & Victor

Website

Designing an elegant
and ergonomic e-commerce
website

Hugo Victor called upon the services of Agence 148 to overhaul its website by creating an online store (Pretashop development) and a showcase site that reflected the luxury nature of its products. Furthermore, this new site would highlight the commitments made by chef Hugues Pouget. All Hugo Victor products are created using seasonal fruits and without any artificial colourings.

hugo-victor Screens

A new lease
of life for an online
patisserie shop

The creative approach adopted involved introducing an elegant yet modern web design with a brand-new graphical and copywriting style, the aim of the site overhaul being to really enhance the image of the brand and its history, on the one hand, and to boost online sales, on the other hand. A comprehensive website creation project with a luxury feel.

guy
macaron

Appropriate artistic
direction and copywriting

UX, SEO
and Consultancy for a
comprehensive support service

The developers
revisit Prestashop

Tailored social
network training

Appropriate artistic
direction and copywriting

Artistic direction made it possible to incorporate an extensive range of soft and varied colours whilst at the same time demonstrating a current iconographic approach through a selection of carefully designed, minimalist visual elements.

This artistic direction led to a light, airy web design with an appropriate choice of typography.

Our copywriting team, meanwhile, created texts aimed specifically at the world of high-end culinary creation, and it was this SEO-optimised copywriting that would help the site to rank highly in search engine results. This unique project was an opportunity for 148 to prove itself as a luxury communications agency operating in the field of gastronomy.

UX, SEO
and Consultancy for a
comprehensive support service

The aim of the site overhaul was to really enhance the image of the brand and its history, on the one hand, and to boost online sales, on the other hand, which is why the text was produced with SEO (natural referencing) in mind, in order to improve the site’s ranking in search engine results based on searches that we looked at together.

The Consultancy and UX design elements also help make the site more fluid and comprehensible in terms of browsing, notably through the incorporation of specially designed ergonomics (UI design).

The entire purchasing process was therefore redesigned, along with the way in which the Internet-user browses the hundred or so products on offer. Last but not least, the UI and UX design components help improve the hierarchy of information right across the site.

The developers
revisit Prestashop

Agence 148 chose to adopt the Prestashop CMS, but in order to offer the client a truly tailored service, the technical team at 148 built the entire template for the site. One of the greatest technical challenges that this project presented was also managing the large number of functionalities that the online shop offered, notably including the various delivery options available depending on the consumer’s location.

The greatest constraint involved allowing the Hugo Victor teams to manage orders as easily as possible.

Of course, food products require certain storage and transportation conditions and not all products are subjected to the same delivery conditions. This real conundrum was solved by developing a tailored solution for managing courier deliveries. Last but not least, it goes without saying, the developers were particularly mindful and demanding when it came to the security of financial transactions.

Tailored social
network training

Once the site was up and running, the agency’s Social Management team set about training the teams at Hugo Victor in representing the brand on various social networks by means of a social network strategy that they had been developing from the very early days of the project. This training looked at issues such as building customer loyalty, raising awareness of the brand whilst engaging in conversation and finally offering reassurance with regards to purchasing this type of product online. This social network training also allowed the brand to identify the best editorial policy to adopt and learn how to use the right keywords, such as the hashtags #food, #pastry or even #yummy.

This editorial policy maximises the impact of Hugo Victor’s presence on these networks as well as helping to create a bond and above all ensuring consistency across all of the brand’s communications.

The choice of social platform is also critical, and 148 chose to recommend Facebook, Instagram and Pinterest as primary social networks, with Twitter to be used as a secondary tool. Understanding the mechanisms behind the concept of e-reputation (the brand’s online reputation) gave the teams at Hugo Victor the undeniable skill they needed to monitor, manage and control the brand’s online image.

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