Webby People's Voice 2025 Best Navigation/Structure · Consumer Packaged Goods
Ricola
https://www.ricola.comBest Navigation Webby validates that IA is a design decision. The herb-to-product story structure is a model for any CPG brand with ingredient or origin stories to tell.
Visual Style
Personality Fit
Industry Fit
Business Model
Target Audience
Conversion Strategy
Best Navigation Webby validates that IA is a design decision. The herb-to-product story structure is a model for any CPG brand with ingredient or origin stories to tell.
Design Patterns
Product range navigation; herb story content; retail finder; Gentle botanical animations; leaf/herb motifs
Recommended Stack
Reusable Modules
- Navigation As Brand Storytelling Herbs Products Story
- Nature Botanical Imagery Reinforcing Natural Credential
- Heritage Credential Since 1930 As Trust Anchor
Claude Design Prompt
Create an ORIGINAL design system inspired by the heritage CPG, clean navigation, product story, Swiss brand language of Ricola — never a copy. Palette: #2D5A1B, #FFFFFF, #F5F0E8, #8BBF6A, #1A3A0F. Typography: headline Clean serif or modern sans, body Readable sans-serif, accent Green accent weight. Layout: Product range navigation; herb story content; retail finder. Motion: Gentle botanical animations; leaf/herb motifs. Reinterpret these signature techniques tastefully: Navigation as brand storytelling (herbs → products → story); Nature/botanical imagery reinforcing natural credential; Heritage credential (since 1930) as trust anchor. Express a natural, trustworthy, clean, heritage personality (Innocent, Caregiver archetype). Conversion-first, WCAG AA, dark/light ready, no scrolling marquees. Deliver design-dna.md + tokens.css.
Build Agent Prompt
Build an original, production-ready site in this design language using Custom CMS or Craft CMS, subtle CSS animations. Implement: Product range navigation; herb story content; retail finder. Recreate these interactions (respect prefers-reduced-motion): Navigation as brand storytelling (herbs → products → story); Nature/botanical imagery reinforcing natural credential; Heritage credential (since 1930) as trust anchor. House rules: responsive (mobile/tablet/desktop, 500px floor), WCAG AA, Lighthouse 90+, dark/light toggle, unique imagery, no marquees. Match the natural, trustworthy, clean, heritage personality.
SMB Adaptation Notes
Restaurants
Translate Ricola's heritage CPG approach to restaurants: Navigation as brand storytelling (herbs → products → story) — adapted to menus, reservations, and location as the conversion path.
Home Services
Translate Ricola's heritage CPG approach to home services: Navigation as brand storytelling (herbs → products → story) — adapted to trust signals, a service catalog, and a book-a-quote CTA.
Professional Services
Translate Ricola's heritage CPG approach to professional services: Navigation as brand storytelling (herbs → products → story) — adapted to case studies, credentials, and a consultation CTA.
Automotive
Translate Ricola's heritage CPG approach to automotive: Navigation as brand storytelling (herbs → products → story) — adapted to showroom/inventory visuals and a test-drive booking CTA.
Real Estate
Translate Ricola's heritage CPG approach to real estate: Navigation as brand storytelling (herbs → products → story) — adapted to listings, neighborhood story, and an inquiry CTA.