Communicating natural complexity
Seed uses scroll animations on their homepage to merge lab science and nature. Just four sections tell the story of their product.
The first view is of their green probiotic capsule, which becomes a spreading collection of microbes as we scroll to the next section.
The microbes become Seed's glass jar packaging, which nearly blends in with the green background it lays on.
This journey culminates in a fast-paced animation that cycles through photos of nature, all sitting atop a slowly rotating earth.
Using just 101 words, Seed communicates who they are as a brand and how their product is different from other probiotics. They're able to do this because they use imagery to communicate the nuance that their brief, direct language leaves out.
Using layout to clarify
It's difficult to educate visitors without overwhelming them. Often, an academic look comes with poor design and walls of text.
Instead, Seed uses negative space to create short bursts of content, allowing readers to take in complex information more easily.
Interactive diagrams also help visitors better understand the content. By creating easier ways to learn, Seed can use more clinical language without losing their audience.
Speaking the language of your audience
You don't always need to simplify your language to reach a niche market.
Seed displays probiotic strain information at the bottom of the product page and communicates benefits in clinical terms rather than marketing-speak.
Terms like "healthy stool hydration" and "immunological responses" might turn off some audiences, but here they feel right at home.
Seed is a brand for those who like to dig into research. They don't simplify their content for their audience because that could be seen as patronizing. Instead, they lean in to their complexity and organize their content in a way that's easier for mainstream consumers to grasp.
Being unique but still familiar
This product page isn't typical, but it has a familiar structure despite its unique layout.
You'll find the product image in the middle, with the description and benefits to the right. The primary call-to-action (add to cart) sits right below the written content. This product page's design pattern is exactly what you'd expect, making it much easier to navigate for new visitors.
What is different, though, is the journey that happens when you scroll through product images. Rather than using thumbnails to show product features alongside content that doesn't change, Seed cycles through benefits that go with each image.
Beyond the top of the page, Seed uses diagrams to show the different ways in which their probiotics can be beneficial. Seed brings their story full circle at the point of purchase by marrying product benefits with the features that make these benefits possible.