Food brand and recipe website design

SunRice is a rice brand whose site brings together its product range with recipes, meal inspiration and cooking guidance.

A food brand that does not sell directly has a different objective from a shop. It cannot measure success in checkouts, so the site has to earn its place by being useful — the reason somebody returns is the recipe they are looking for, not the packaging they already recognise on a shelf.

That reframes the whole structure. Recipes and cooking tips are treated as primary content rather than a marketing afterthought, because that is what people actually search for. Somebody looking up how to cook rice properly is a far larger audience than somebody looking up a rice brand, and the site is built to meet the first group and introduce them to the second.

Products and recipes are linked in both directions, so a visitor who arrives for one encounters the other naturally.