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Martin SawinskiI am available for contract, hire, or collaboration.

Hi, I'mMartin Sawinski

 

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Case Study

Epicurean Website

eCommerce / Web Design / Web Development / WordPress
ClientEpicurean (Victorinox)
RoleCreative Direction, Account Management
Epicurean cutting board with knife, chopped apple and cinnamon
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Three product lines, one homeGourmet, Commercial & Outdoor — unified under one domain
01 Overview

Three distinct lines, finally under one roof.

Epicurean is a leader in consumer cutting boards, with products spanning three distinct lines: Gourmet, Commercial and Outdoor.

Struggling to promote those niches as a whole, Epicurean brought 3five on board — I led creative direction and the account — to unify the three segments under one domain, one browsing experience and one shopping cart.

01
GourmetProduct line 01
02
CommercialProduct line 02
03
OutdoorProduct line 03
One domain · one browsing experience · one shopping cart
02 The Challenge

Good products, buried pages deep.

The previous site was cluttered, and identifying vital information was difficult. Products sat buried deep within the site’s pages, making the range hard to browse — and nothing introduced the full Epicurean offering or explained what each product line was designed for.

03 The Approach

A clear front door for every line.

  • Gave each product segment its own landing page and section within one unified site — all sharing a single shopping cart.
  • Differentiated the sections with crisp, clear imagery that shows exactly what each product line is designed for.
  • Centralized the products under category landing pages, so browsing to a specific product takes moments instead of digging.
  • Built the site responsive, expanding and contracting to any device.
01
Epicurean board corner with juice groove and thumb hole
Crisp lifestyle photography — a board corner, juice groove and thumb hole — gives each section its own clear identity.
02
Knife and chopped apple on an Epicurean board
Products shown in use — knife and prep work on the board — so each line reads at a glance.
— One storefront
One domain, one cart — across all three product lines.
Responsive to any device, expanding and contracting to fit.
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Category landing pagesBrowsing to a specific product takes moments, not digging
04 The Outcome

A modern home that introduces everything Epicurean makes.

Epicurean now has a modern, aesthetically pleasing home that introduces the entire product offering — Gourmet, Commercial and Outdoor — with clear definition between sections and a single, seamless path to purchase.

Epicurean board edge with apples on a concrete counter
Epicurean — heart of the kitchen
One home for the heart of the kitchen.
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