Rebuilding Rohit's as a store people can shop

Rohit's Mithai makes burfi: the Indian sweet that gets passed around the table at weddings, at Diwali, at every celebration that matters. Rohit remade the recipe he grew up with so it keeps the melt-in-the-mouth texture without the sugar load, and sells it in the US through his own store and Amazon.

The way to justify a price is not to argue about it. It is to bring people into the world the product came from: why Rohit did this, what it cost him, why it is not another passion project with a markup on top.

So the site had to tell that story, and the visuals had to stay out of its way. Clean pages, generous space, the words carrying the weight.

The old site was a single long page. Shoppers do not read to the bottom before they buy, and people shop on muscle memory: they expect a shop, a product page and a cart where those things usually sit. Fighting that habit costs sales. We rebuilt it as a classic multi-page store and spent the attention we saved on the story instead.

Along the way the identity was tightened: new typography and a palette built around the logo and the product, so the brand looks as considered as the recipe.

Everything lived on one endless page, so the decision to buy sat several screens down, and the site worked against the habits shoppers arrive with. The drop between cart and checkout was the largest leak, and gifting, one of the main reasons anyone buys burfi, had no route of its own.

Pages from the new store, as they ship.