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PA | Behance + CreativePool | Poke Bowl | 19 Jan 2025


Poke Bowl NY
Brand Refresh & Website Redesign

Focus: Branding, Web Design, UX UI, Development, Copywriting, SEO

The Challenge

Poke Bowl NY came to us with a solid product and a loyal customer base. In a crowded fast-casual market, however, the brand needed a sharper edge.

The existing identity felt dated. The website lacked a modern UX hierarchy. The visuals did not capture the fresh, colourful, sensory world of poke.

There was a clear opportunity to transform the website into a core brand asset while maintaining consistency with the in-store experience.

The Concept
A Fresh Take on Fresh Food

Two goals guided our creative direction:
Make the brand relatable to a younger, visual-first, mobile-centric audience
Maintain a sense of timelessness so the brand does not age out quickly

We kept Poke Bowl NY’s recognisable blue, elevated the red to a brighter, punchier hue, and built a refreshed visual system around energy, movement, and appetite appeal.

Hero imagery features floating ingredients layered into surreal sky scenes with clouds, gradients, and a sense of motion. The result feels light, fresh, and expressive.

Brand Refresh

Level: Mid-tier refinement
Focus: Modernising without breaking recognisability

Key updates included:
Simplified logo for clarity and minimalism
Refined colour palette with bolder blues and a brighter red
Updated typography using modern, legible sans-serif fonts
Expanded visual language to support SEO-driven page designs

All refinements were carefully balanced to align with existing in-store brand elements while elevating the digital experience.

Website Redesign
UI UX, CRO, and SEO

The website was rebuilt from the ground up with a clearer structure, a more intuitive user journey, and stronger conversion moments.

Key improvements:
Clearer page hierarchy and more scannable layouts
Modern typography system
Scroll animations and subtle horizontal interactions
Strategic call-to-action placement
SEO-optimised design system

The site was fully rebuilt in WordPress using Elementor Pro. All copywriting and microcopy were handled in-house.

Development

Fully responsive, performance-focused build
Flexible Elementor Pro content blocks
Clean setup with no unnecessary plugins
Designed to scale with future menu additions and seasonal campaigns

Timeline

Full brand refresh, website redesign, and development completed within one month.
September.

Results

A bolder, more memorable brand presence
Improved UX flow and clearer pathways to conversion
A website aligned with the energy and vibrancy of the in-store experience
Immediate client approval of the bold creative direction, with no revisions required

Quote from the Creative Director

“Good branding gives you appetite; great branding gives you craving. Our goal was to take the freshness of poke and translate it into movement, colour, and desire, and to do it in a way that feels both modern and timeless.”
–Rebecca Hayter, Associate Creative Director

Team

SEO / Design / Creative Direction / Copywriting / Development