Based Pizza Website
Built the digital foundation for Based Pizza’s retail launch — including a fast-loading e-commerce store, mobile-first product page, and a second landing page tailored for wholesale buyers.
Industry
Food & Beverage
Client
Based Pizza
Service
UI/UX Design · E-commerce Design
Date
May 2025
Challenge
Based Pizza was preparing to launch into retail for the first time. There was no digital presence, no store, and no way to educate customers on the product. Wholesale buyers also needed a clear way to understand and request product info. Competitors looked generic — with dated visuals and fragmented UX across retail and B2B. We needed to build the full experience from scratch.
Approach
I designed a streamlined DTC e-commerce store focused on clarity, speed, and mobile-first UX.
We built:
• A conversion-focused product page with real-time shelf life, format, and use-case info
• A simplified “How to Cook” flow to reduce customer confusion and post-sale support
• A second landing page tailored for wholesale buyers, designed for clear pitchability and inbound meetings
• A visual structure that balanced retail friendliness with startup credibility
The store was designed in Figma, dev-ready, and intentionally lightweight to ship fast without sacrificing performance.
Outcome
The result is a complete digital sales funnel that works across both DTC and wholesale.
Based Pizza now has:
• A product page optimised for mobile scroll and instant purchase intent
• A custom wholesale landing page that builds trust and drives meeting requests
• A modular design system they can scale as the business grows
The launch positions Based as a premium, performance-driven product — not just another pizza brand.
