Next, we transitioned the wireframes into a design that kept Red Rooster's honesty and humility up front at every turn. A lot of influence was taken from vegetable can labels, lithography, botanical fruit drawings, and steeped in the slowness and care of Appalachian life. We now have a visual style that is seen in all of Red Rooster's digital marketing.
As sluggish performance was such a linchpin for the previous site, we made that a major focus of this build. The pages are rendered on a Node server using React, and a client side app is sent to the browser for fast navigation after the first load. The React application is backed by a CraftCMS, both for sending custom page content and pulling product and subscription information from Shopify. This gave us a lot more control over how we could format the content over Shopify's built in website CMS.