Infusing B2C’s essence into fresh design,
redefining youthful experience
Client: Akira (Surya Foods)
Duration: 2 months
The Problem
A brand new website for a new Japanese
Brand - Akira
I designed and launched the Akira website from scratch to support the introduction of a Japanese-inspired frozen/ambient food range to the UK market. The website was created as the brand’s primary digital platform, showcasing products such as ramen bowls, gyoza and ready-to-cook meals while building trust with new customers and recipes made from the products.
The Challenge
Creating a Strong First Impression
As Akira was a brand-new launch, the website needed to build trust and interest immediately. The design had to feel modern and engaging while still staying simple and easy to navigate.
The key challenges included:
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No existing digital presence or structure
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Creating a clear product navigation system
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Making Japanese products feel premium and exciting
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Designing for both desktop and mobile users
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Ensuring fast loading speeds despite strong visuals
Another key requirement was that the website should reflect the vibrant product packaging, while still maintaining a clean and intuitive user experience.
Visual Direction
Bringing the Brand to Life
To make the website feel authentic and engaging, I organised and carried out a full product photoshoot, creating original imagery used across:
The website
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Digital marketing
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Social media campaigns
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Advertising
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This allowed the website to feel unique and consistent, rather than relying on generic stock imagery. The design approach focused on:
Research
Understanding the Target Audience
Survey Findings
The result suggested users wanted a visually appealing website which would keep them engaged, inform them of the range of products we have and consumer generated ‘recipe’ videos to show what they can do with our products.
Informal user interviews
Competitor research (Asian food brands & ready meals)
Survey responses
Behaviour observation
Development
Photography Shoot
To create a unique and authentic experience, I organised and conducted a full photoshoot for the Akira website. These pictures were also used in store FSDU’s and more.
The Problem
Testing was carried out for
impactful design and user engagement
User feedback was collected on early designs to identify usability improvements.
Conclusion
This project allowed me to lead a complete end-to-end UX process, from research and design to launch.
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It strengthened my skills in:
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UX strategy
User research
Interface design
Testing
Development collaboration
Photography for digital design
The Akira website demonstrates how strong UX and visual storytelling can introduce a new brand successfully.
