Web - Product & content
ICanSpoon
ICanSpoon is a product and recipe platform built on a simple insight: if you can spoon, you can cook. Hive Creatives built the entire site.
About the business and the brief
ICanSpoon is built around a product and a philosophy: easy-to-use cooking tools combined with simple, accessible recipes that make anyone feel like a capable cook. The platform is both a product catalogue and a recipe resource - and the two need to work together. The brief was to build a website that reflects the brand's playful, confidence-building tone while driving product sales and recipe engagement. Hive Creatives owned strategy, brand work, web design, development and content structure.
Challenge
Balancing e-commerce with content marketing is always a design challenge. The recipe section needs to feel inspiring and editorial (a place where visitors want to spend time), while the product pages need to be clean, conversion-optimised and sales-driven. These two purposes can pull in opposite directions if the architecture is not thought through. Add requirements for recipe categorisation, ingredient-based search, product bundling, mobile-first UX and a visual tone that is playful but not childish - and the scope becomes clear.
Solution
We built a site where recipes and products coexist naturally. The recipe section is built as a proper content hub: categorised by meal type, difficulty, ingredient - with clear CTAs to the products used in each recipe. Product pages are clean, conversion-optimised and designed to let the product and its recipe context do the selling. The information architecture treats recipes and products as equally important, with cross-linking built into the templates. The design is bright, playful and image-driven with warm colours and friendly typography. Technically the site is fast, mobile-first and built on a CMS that makes it easy to keep publishing new recipes.Balancing e-commerce with content marketing is always a design challenge. The recipe section needs to feel inspiring and editorial (a place where visitors want to spend time), while the product pages need to be clean, conversion-optimised and sales-driven. These two purposes can pull in opposite directions if the architecture is not thought through. Add requirements for recipe categorisation, ingredient-based search, product bundling, mobile-first UX and a visual tone that is playful but not childish - and the scope becomes clear.
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