Understanding
Twenty brands from Russia and Europe, eight competitors in four groups, two personas with an emotional curve and six occasions to order.
Project in progressWebsite in client review
ScrollProjects/Elena Abrikosova Patisserie
A digital showcasefor an author’s patisserie
01Context
For three years Elena Abrikosova has been baking cakes and desserts to her own recipes: 17 signature fillings, her own café on Gzhatskaya and a 5.0 rating on Yandex Maps.
The host of the event chooses the cake, the guests at the table judge it. The date of a celebration is fixed, so trust weighs more than price. The previous website had run for about two years and showed the patisserie weaker than café guests know it.
- Client
- Elena Abrikosova Patisserie
- Industry
- Patisserie · Moscow
- Year
- 2026
- What we did
- Strategy, mark, identity, UX/UI, a website with a catalogue and cart
02Problem
The product, the café and the reputation were stronger than the website. The website showed less than there really is.
03From problem to goal
- 01The makerElena’s portrait hidden in the fourth menu item.Elena on the buyer’s pathThe maker in the frame and in the copy: trust in the brand rests on a person.
- 02Catalogue31 subcategories for 12 items, no filters.A catalogue that makes choosing easyFive groups instead of 31 subcategories, with filters by occasion, lead time, servings and price across all of them.
- 03Product cardOne photo, weight given only in part, no servings or storage.Answers before the orderWeight, servings, ingredients, shelf life, storage and pickup date on the product page.
- 04OrderingCart, bot and Elena’s personal Telegram at once, with no main channel.Two paths to an orderReady items go to the cart, custom cakes to a request.
04The OBLIQ method
Four stages, from a study of twenty brands to a site with a catalogue and a cart.
Meaning
The position “Elena Abrikosova’s author patisserie in Moscow”. Three pillars: the maker, taste with its own hand, cakes made for the occasion.
Form
Three styles in the moodboard and three concepts of the mark. The client chose the burgundy line and the classic serif. Design in Figma for four screen widths.
Impact
A website with a catalogue, cart and admin panel, a sheet to fill the catalogue, Yandex Metrica from day one.
05Identity
The mark grew out of the client’s former logo: light strokes, wide tracking and a whisk at an angle.
The system holds the main version, the EA monogram, the whisk mark and a pattern of whisks.
Palette05
Burgundy#842124
Gold#F3E5C8
Pink#EB8583
Cream#FBF7F0
Dark#1A1210
Typography02
ForumSerif · headings
Аа Бб Вв Гг Дд Ее Жж Зз Ии Кк Лл Мм Нн Оо Aa Bb Cc 0123456789
ManropeSans · interface and text
Аа Бб Вв Гг Дд Ее Жж Зз Ии Кк Лл Мм Нн Оо Aa Bb Cc 0123456789
Carriers03
06Website
The website leads the buyer along two paths. An item from the “Ready today” showcase goes to the cart in a couple of steps, a cake for an occasion becomes a request with a reference and a quote.
Two paths to an order
A ready dessert and a cake for an occasion take different roads and meet in one place: the cake arrives on the right date.
Home
Ready todayinto the cart in a couple of steps
- Showcase of ready items
- Cart
- Date in one tap and a pickup window
Custom cakesa request for the occasion
A cake on the right date- Design by occasion
- Price “from”
- Request with a photo reference
Website screens01 / 06
UXDecisions for the buyer
- 01
A catalogue instead of a tree
Five groups instead of 31 subcategories and filters across all of them by occasion, dietary needs, lead time, servings and price.
- 02
A product card in four states
Ready today, made to order, sold out, pastry. Weight and servings are visible at once.
- 03
A cart with a date
Dates as buttons a week ahead, three-hour pickup windows, a contact channel of choice.
- 04
Custom cakes
Designs by occasion, “from” prices, a request with a photo reference.
Mobile version01 / 03
Mockup · Catalogue on a phone
Mockup · Cake page on a phone
Mockup · Checkout on a phone
Catalogue on a phoneCake page on a phoneCheckout on a phone
07Result
The website shows what guests see in the café: the maker, the taste and care for detail. The buyer finds the answer to “will it be enough” before ordering.
The website is in client review. Post-launch numbers and Elena’s review will be added once it moves to its own domain.
5catalogue groups instead of 31 subcategories
2paths to an order
4screen widths in the design