Tia Sônia is a beloved granola brand from Bahia, known for its artisanal ingredients and commitment to wellness. With a fresh identity developed by Hardcure, the brand turned to Reino to redesign its e-commerce experience and better reflect its values and story.
The project aimed to unify Tia Sônia’s digital presence by merging its commercial store and institutional site into one platform. The goal was to balance storytelling with sales, while improving usability, structure, and alignment with the brand’s new direction.
We began with market benchmarking to understand how leading food brands balance storytelling and commerce. These insights informed our strategic workshops with the client, aligning business goals with user expectations. We then translated these into detailed wireframes that clarified user flows and content priorities. Building on this foundation, we explored visual directions consistent with Hardcure’s brand refresh and the updated packaging design. To validate the experience, we delivered a high-fidelity prototype simulating key interactions across devices.
Navigation and product hierarchy were reorganized based on analytics, spotlighting the most engaging items and improving discovery. Throughout the site, we introduced visual pauses that highlight the brand’s origins, values, and sustainability certifications. Internal headers were reimagined to echo the organic shapes and colors from the new packaging, reinforcing a consistent visual language. While post-launch metrics are still unfolding, the feedback from Tia Sônia was overwhelmingly positive. The new site unifies storytelling and sales, reflecting both the brand’s heart and its commercial goals in one seamless digital experience.
