GRANNY J’s Kitchen
Where every flavour tells a story
Granny J's Kitchen began as an aspiring Instagram food blog, with a passion for sharing traditional European recipes and modern, healthy dishes. Seeking to grow beyond Instagram, the project aimed to transform the brand into a vibrant food community. By creating a warm, inviting website that goes beyond just recipes, we introduced unique features like Granny J's Diary—a collection of old, forgotten recipes—and enhanced social engagement. The goal was to attract new followers, secure sponsorships, and build a community where every dish tells a rich story.
project background
PROBLEM WE solved
46% increase in organic Instagram followers in three months.
2 major sponsorships secured.
Boost in catering sales.
Granny J's Kitchen started as an Instagram-only food blog, but it needed a full transformation to grow its presence and unlock new revenue streams. The aim was not just to increase followers but to build a strong, engaging community and attract sponsorships. Through a comprehensive brand refresh, a new website with unique features like Granny J’s Diary, and targeted social media strategies, we successfully grew the Instagram following by 46%, secured 2 major sponsorships, and significantly boosted catering sales—all within three months.
TIMELINE
February - April 2024
INDUSTRY
Food and Recipe Blogging
PLATFORM
Responsive website
MY ROLE
UX/UI Design, Web Design, Branding, Business Strategy, Content Creation
introduction
Granny J's Kitchen, an aspiring food blogger in Norway, sought to transform her Instagram presence into a vibrant community centered around traditional European recipes and modern, healthy dishes. With a focus on storytelling through food, the goal was to create a warm, inviting website that not only showcased her culinary creations but also fostered engagement and connections among food enthusiasts. My role involved designing the website and implementing strategies to enhance brand visibility, attract new followers, and secure sponsorships, ultimately establishing a thriving online community.
my responsibilities
Conducted user research to understand the target audience and their preferences.
Developed branding strategies that encapsulated the essence of Granny J's Kitchen.
Designed and built a responsive website layout in Squarespace.
Created engaging website content, including recipes and personal stories.
Collaborated closely with graphic designers to bring brand ideas to life.
PROBLEM
Granny J's Kitchen faced significant challenges in establishing a distinctive online presence and connecting with its audience. Key issues included:
Limited Brand Differentiation:
The content shared was often similar to that of other Instagram food bloggers, lacking a unique character that would resonate with potential followers and set it apart from the competition.
Limited Brand Awareness:
Despite a dedicated following on Instagram, many potential customers were unaware of Granny J's offerings beyond the platform, hindering growth.
Insufficient Content Variety:
The existing content lacked depth, failing to engage followers effectively. There were few opportunities for interaction, missing the chance to showcase unique recipes and traditions.
Ineffective Brand Positioning:
Without a cohesive brand identity, Granny J's struggled to differentiate itself in a crowded market, limiting its appeal to both new followers and potential sponsors.
GOAL
Establish a distinct and engaging culinary community that celebrates traditional European recipes while introducing modern, healthy dishes. By infusing Granny J's Kitchen with a personal touch, we aimed to differentiate the brand in a crowded food blogging space. The goal was to create a warm and inviting online presence that encourages followers to explore new recipes and engage with the brand through storytelling, sponsorship opportunities, and catering services. This approach not only aims to build a loyal following but also fosters a sense of connection and nostalgia, ultimately driving increased visibility and engagement within the community.
understanding the user
USER RESEARCH SUMMARY
To gain insight into the unique needs of Granny J's Kitchen’s audience, I conducted informal research through conversations with food enthusiasts and followers on social media, alongside structured surveys targeting the Instagram community. These discussions emphasized their experiences with food blogs, focusing on what they found engaging or lacking. Additionally, I analyzed competitor strategies to identify gaps in the market and potential opportunities for differentiation.
This combination of qualitative and quantitative research unveiled crucial pain points and opportunities, guiding our strategic and design decisions to enhance brand visibility and engagement.
The insights gained from this research informed the following key findings and pain points, which are detailed in the subsequent sections.
RESEARCH GOALS
To effectively enhance the user experience and engagement of Granny J's Kitchen, this research aimed to explore and establish key objectives that would guide our design and content strategies. The primary goals included:
1. Understanding Success Factors:
- Investigate the elements that distinguish a successful food blog from its competitors?
- Determine how to craft a unique and memorable brand identity that resonates with the target audience on social media?
2. User Engagement Insights:
- Conduct informal interviews with food enthusiasts who engage with various Instagram food pages, focusing on the attributes that foster loyalty and repeated visits.
- Administer a structured survey to Granny J's Kitchen’s Instagram followers to gather insights on content preferences and engagement levels with recipes, stories, and visuals.
3. Competitive Analysis:
- Analyze 5-10 successful food bloggers within similar themes to identify effective engagement tactics and common traits that contribute to their success.
- Identify market gaps to explore opportunities for differentiation that will set Granny J’s Kitchen apart from existing competitors.
4. Analysis and Hypothesis Development:
- Formulate hypotheses regarding Granny J's Kitchen's brand identity, specifically investigating the potential absence of a cohesive brand narrative that connects with the audience on a personal level.
- Explore the role of storytelling in enhancing audience engagement by linking traditional recipes to relatable narratives.
4. User Testing and Feedback:
- Implement user testing for various content strategies, such as integrating "Granny" themed language and traditional recipes, to assess their impact on audience engagement.
- Collect and analyze feedback to understand how the personal touch and familiarity of "Granny" influence user interaction and engagement levels.
research findings
1. Audience Engagement
Through informal interviews with food enthusiasts and structured surveys distributed to Granny J’s Instagram followers, it became evident that audience engagement hinges on authenticity and relatability. Followers expressed a strong preference for content that feels personal and connects with them on a deeper level. Key points include:
Relatable Storytelling: Users resonate with personal anecdotes and stories connected to recipes, enhancing emotional engagement.
Visual Appeal: High-quality images are crucial, as they attract attention and encourage sharing.
“Every recipe tells a story, a memory wrapped in flavour. When I cook, i feel like I’m inviting my loved ones to the table again. “
- From a survey respondent
2. Content Preferences
The survey revealed specific content types that consistently performed well among followers:
Recipes: Traditional and family recipes garnered the most interest, with a demand for clear, step-by-step instructions and engaging visuals.
Behind-the-Scenes Content: Followers expressed interest in content that showcases the cooking process, including ingredient sourcing and preparation techniques.
User-Generated Content: Encouraging followers to share their cooking experiences and featuring their creations was seen as a way to foster community.
“Seeing the process behind the recipes makes me feel connected. It’s like sharing a moment in the kitchen with a friend. “
- From a survey respondent
3. Competitive Landscape
The competitive analysis of 5 successful food bloggers revealed common strategies that effectively engage audiences::
Brand Identity: Many successful bloggers emphasized a unique brand voice and visual identity, which helped them stand out in a crowded space.
Streamlined Recipe Formats: One of the most noticeable trends was that many food bloggers posted lengthy, overly detailed recipes, which followers found frustrating. This creates an opportunity for Granny J’s Kitchen to stand out by offering concise, easy-to-follow recipes with the same depth of flavuor, but in a more digestible format.
Content Differentiation: Identifying gaps in the market—such as the lack of personal storytelling—presented an opportunity for Granny J’s Kitchen to establish a distinctive brand identity that resonates with its audience.
“I love trying new recipes, but sometimes they feel overwhelming. I appreciate when recipes are straightforward and to the point—it makes cooking more enjoyable! “
Notes:
Use handwritten font to make it more personal and warm.
Come up with a cozy and warming quote that feels personal.
- From a survey respondent
Notes:
Increase focus on behind-the-scenes videos, showcasing the process behind the recipes to strengthen the connection between the brand and followers.
Prioritize traditional and family recipes in content creation, and ensure the design evokes a nostalgic, cozy atmosphere to align with the audience's preference for authentic, relatable content.
Notes:
Create a distinctive logo that reflects the warmth, tradition, and personal storytelling of Granny J’s Kitchen.
Capitalize on the gap in traditional cuisine by crafting a brand identity that focuses on traditional recipes, personal storytelling, and authentic visual design.
key findings
The following key insights summarize our research findings, highlighting essential elements that resonate with Granny J's audience. Through surveys, interviews, and competitive analysis, we've identified clear patterns in audience preferences. These insights will guide how Granny J's Kitchen can enhance engagement and strengthen its brand identity, fostering a deeper connection with the community.
Authenticity in Connection
Authenticity Matters
Followers desire a deeper connection to the stories behind the recipes. Authenticity and relatability in content not only attract followers but also encourage engagement through shared experiences.
Note: Data gathered from informal interviews and surveys indicating follower preferences for content that fosters emotional connections.
Content Types that Resonate
Popular Content Preferences
The survey revealed that traditional recipes and behind-the-scenes content are highly sought after by followers, indicating an opportunity to focus on these areas for increased engagement.
Opportunity for Unique Branding
Distinctive Brand Identity
The competitive analysis highlights a gap in personal storytelling and unique brand voices within the food blogging space, providing Granny J’s Kitchen a chance to establish a memorable identity.
Need for Visual Engagement and Concise Content
Visual Content Engagement
Visual appeal significantly impacts follower engagement, with a clear demand for high-quality imagery and video content that enhances the cooking experience. Additionally, followers expressed a strong preference for short and concise recipes, contrasting with competitors' lengthy instructions.
Note: Data gathered from informal interviews and surveys indicating follower preferences for content that fosters emotional connections.
Note: Analysis derived from competitive landscape assessments, revealing areas where Granny J’s can differentiate itself..
Note: Metrics compiled from user feedback and engagement statistics illustrate the importance of visual content in attracting followers and the need for recipes that are straightforward and easy to follow.
defining the user
To better understand and engage Granny J’s Kitchen’s audience, we created user personas that reflect the core segments of its followers. These personas capture the distinct needs, goals, and frustrations of home cooks, food enthusiasts, and casual followers who engage with the content. By defining these personas, we ensured that our design and content strategies were aligned with the desires and challenges of the users, allowing us to deliver a more personalized and engaging experience.
target user personas
Whatever it is, the way you tell your story online can make all the difference.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
