CASE / 05LIVE / CLIENT WORK

CRMYDESSERT CATALOGUE + ORDER ROUTING

A lighter point of view becomes a warm digital system where appetite, transparent product facts and several real fulfilment routes remain easy to understand.

A warm, product-led website that turns a changing dessert catalogue into clear discovery, dietary guidance and the right ordering or enquiry path.

STATUS: LIVE / CLIENT WORK
SECTOR: FOOD / CATALOGUE / LOCAL COMMERCE
ROLE: CREATIVE DIRECTION + UX/UI + DEVELOPMENT
DELIVERED: VISUAL DIRECTION / PRODUCT DISCOVERY / RESPONSIVE NEXT.JS BUILD

VIEW CRMY LIVE SELECTED SCREENS ↓

CRMY / REAL SITE00 / DESKTOP

LIVE / CLIENT WORKLIVE HOMEPAGE / LIGHTER DESSERT POSITION

PROJECT NOTELIVE CLIENT WEBSITE / PRODUCT FACTS AND AVAILABILITY REMAIN TIME-SENSITIVE / MEDIA RIGHTS REQUIRE CLIENT CONFIRMATION.

01 / CONTEXT & DECISIONSAUDIENCE / JOB / CONSTRAINT / RESPONSE

THE PROJECT IN CONTEXT

What the site had to solve.

CRMY needed one public system for product discovery, dietary information, immediate delivery and higher-consideration catering, business and private orders.

How can a healthy-dessert brand feel generous and memorable while making changing menu facts and several fulfilment paths genuinely clear?

AUDIENCE: Dubai customers choosing desserts for immediate delivery, plus people planning catering, business supply or private orders.
PRIMARY JOB: Choose a suitable product, understand the declared dietary and allergen details, then continue to immediate delivery or a planned-order brief.
CORE CONSTRAINT: Immediate delivery, catering, business supply and private orders are different journeys, while menu facts, prices and availability can change over time.
BIMZI ROLE: CREATIVE DIRECTION + UX/UI + DEVELOPMENT
PUBLICATION STATE: LIVE / CLIENT WORK

DECISION PATHPRESSURE → DECISION → CHANGE

Design is the decisions between screens.

These are qualitative interface changes, not invented performance metrics.

01
PRESSURE
A changing catalogue can hide the facts people need to compare products.
DECISION
Keep search, filters, price, composition and declared dietary details inside the menu system.
CHANGE
Visitors can narrow and compare current options before leaving for an ordering platform.
02
PRESSURE
Immediate delivery and planned catering or supply are different jobs.
DECISION
Separate each intent into a named route and disclose the external handoff before it happens.
CHANGE
Each journey reaches one legible next step without implying that the website confirms the order.
03
PRESSURE
A health-oriented offer can easily feel clinical or joyless.
DECISION
Pair explicit product facts with warm cream surfaces, organic shapes and tactile dessert photography.
CHANGE
Appetite and decision clarity operate inside the same visual language.

02 / SYSTEM & EVIDENCEMEASURED CODE + OBSERVED OUTPUT + KNOWN GAPS

WARM ORGANIC CATALOGUE

A system, not a moodboard.

TYPE: Comfortaa carries the rounded display voice while Nunito keeps product facts, ingredients and actions highly legible.
COMPOSITION: Large editorial statements sit beside organic rings, dessert photography and clearly bounded product or service routes.
SIGNATURE: Cream-and-ink fields, irregular wave edges and soft circular traces translate the hand-drawn CRMY character into the interface.

CREAM#F0DEBA
Primary canvas and warm brand atmosphere
MEASURED / CRMY-WordPress-Prototype/app/globals.css
CREAM CARD#F6ECD4
Product cards and raised information surfaces
MEASURED / CRMY-WordPress-Prototype/app/globals.css
NEAR BLACK#0B0905
Primary action and high-contrast editorial field
MEASURED / CRMY-WordPress-Prototype/app/globals.css
BRONZE#AD8753
Supporting brand accent and product marker
MEASURED / CRMY-WordPress-Prototype/app/globals.css

This is BIMZI's evidence-led case analysis, not an official client brand guide. Source-code facts are marked MEASURED; independent audit, licensing and field-performance gaps remain explicit.

TYPE / 01

Typography

DISPLAYMEASURED
Self-hosted Comfortaa, 700 weight, compact editorial line height
SOURCE / CRMY-WordPress-Prototype/app/layout.tsx
BODYMEASURED
Self-hosted Nunito for product, dietary and service information
SOURCE / CRMY-WordPress-Prototype/app/layout.tsx
VOICEOBSERVED
Friendly sentence case with concise uppercase evidence labels
SOURCE / crmy.ae live site, observed 2026-09-01

LAYOUT / 02

Grid & spacing

SHELLMEASURED
96rem maximum content shell with fluid page padding
SOURCE / CRMY-WordPress-Prototype/app/globals.css
HEROOBSERVED
Two-part editorial field balancing promise, wordmark and dietary facts
SOURCE / https://crmy.ae/
ROUTINGOBSERVED
Catalogue, catering, business and private-order chapters remain distinct
SOURCE / https://crmy.ae/

UI / 03

Components

MENUOBSERVED
Searchable and filterable product cards with price and dietary detail
SOURCE / https://crmy.ae/menu
ORDER ROUTEROBSERVED
Delivery-platform chooser for immediate orders
SOURCE / https://crmy.ae/
BRIEF BUILDEROBSERVED
Local-first catering, business and private-order WhatsApp handoff
SOURCE / https://crmy.ae/catering

REFLOW / 04

Responsive

MOBILE NAVIGATIONOBSERVED
Primary routes and ordering options collapse into an explicit menu sheet
SOURCE / CRMY live mobile review, 2026-09-01
PRODUCT GRIDOBSERVED
Catalogue cards reflow to a readable single-column mobile sequence
SOURCE / CRMY live mobile review, 2026-09-01
TOUCHOBSERVED
Pill actions remain full-label controls rather than icon-only shortcuts
SOURCE / CRMY live mobile review, 2026-09-01

BUILD / 05

Implementation

STACKMEASURED
Next.js 16.3 / React 19.2 / TypeScript 6
SOURCE / CRMY-WordPress-Prototype/package.json
HOSTINGOBSERVED
Netlify deployment with static and server-rendered Next.js output
SOURCE / crmy.ae response headers, observed 2026-09-01
HANDOFFOBSERVED
External delivery platforms and prepared WhatsApp messages stay explicit
SOURCE / https://crmy.ae/

GATES / 06

Quality status

ACCESSIBILITY / CONDITIONALOBSERVED
Skip link, document language, visible focus and labelled controls are present
SOURCE / CRMY live source review, 2026-09-01
CONTENT FRESHNESSOBSERVED
Live menu and platform details take precedence over the dated PDF catalogue
SOURCE / https://crmy.ae/
FIELD PERFORMANCENOT VERIFIED
Core Web Vitals and order-handoff completion
SOURCE / BIMZI case audit

03 / EXPERIENCE ROUTEONE USEFUL STEP AT A TIME

The path through the product.

The visual system supports this route; it does not replace it.

01Understand CRMY's lighter dessert proposition
02Browse or filter the current menu
03Review product and dietary information
04Choose immediate delivery or a planned-order route
05Continue through the disclosed external handoff

CRMY business page combining dessert photography with corporate ordering information. — CRMY / REAL SITE01 / DESKTOP

CRMY popular-desserts section showing product cards and current catalogue choices. — CRMY / REAL SITE02 / DESKTOP

CRMY mobile menu showing product facts and dietary seals in a single-column layout. — CRMY / REAL SITE03 / MOBILE

VIEW CRMY LIVEOPEN THE WORKING WEBSITE IN A NEW TAB

05 / RESPONSIBILITYCONTRIBUTION / OUTCOME / UNKNOWNS

What BIMZI made, and what is not claimed.

The live site connects product discovery, transparent dietary information and several real fulfilment routes without pretending that the website itself completes payment or confirms availability.

Contribution

Creative direction
Information architecture and content modelling
Responsive UX/UI
Next.js front-end development
Order and enquiry routing

Known unknowns

Product price, availability, ingredients and allergen declarations remain time-sensitive.
The live homepage and August PDF currently expose different item counts.
Photography and brand-asset reuse permission requires client confirmation.
No conversion, sales or field Core Web Vitals data was supplied.

CASE VALUE / 05BIMZI / PORTFOLIO EVIDENCE

06 / WHY THIS CASE MATTERS

The case shows how a distinctive food identity can carry real catalogue complexity while remaining honest about changing facts and external fulfilment.