32 Below
Created at Blackbird Digital
32 Below is a Coeur d’Alene frozen yogurt shop founded by Ali and Mitch Krupp, offering self serve froyo alongside milkshakes, snacks, beer, wine, and other adult beverages. The business is colorful and playful by nature, but with offerings for both families and adults, its personality needed to strike a balance between fun and grown up.
When Ali came to Blackbird Digital, she had already taken a shot at building the website herself but was struggling to get it where she wanted it. I stepped in to reorganize the content, refine the visual direction, and rebuild the site in Squarespace, creating a more intentional digital home for 32 Below.
Website Design
I rebuilt the website in Squarespace, creating a clearer structure and a more organized system for the information customers needed.
Visually, I wanted to keep the colorful personality of 32 Below without letting the site feel too childish. Since the business also serves adult beverages, I refined the color palette into something that still felt bright and playful, but more mature and intentional.
The result was a website that was easier to navigate, more consistent from page to page, and better suited to the personality and audience of the business.
A Little Extra Movement
I incorporated motion throughout the site to add visual interest and keep the experience from feeling too static. I created a custom button hover effect that makes each button appear as if it is filling with froyo, adding a playful interaction without getting in the way of usability.
I also illustrated and animated a froyo cup being filled in Procreate, giving the site another moment of movement while tying the animation directly back to the product.
Project credit: Created for 32 Below during my time at Blackbird Digital.
