Overview

Oemah Dimsum is a redesign evolution of the previous brand, Dimsumku, created to deliver a fresher digital experience through a cleaner interface, warmer visual direction, and more modern user interaction.

This redesign focused on rebuilding the landing page experience to strengthen the brand identity while making information easier to access, more visually engaging, and better optimized for user trust and conversion.

Background

The previous website successfully introduced the product, but several areas still needed improvement in terms of visual consistency, hierarchy, and overall user experience. The interface felt less representative of the brand’s personality and lacked a strong emotional connection with users.

As the brand continued to grow, a redesign became necessary to create a more memorable digital presence and improve how users interact with the website.

The Challenge

The main challenge in this redesign was balancing modern aesthetics with the warm and comforting feeling associated with food brands. The website needed to feel visually appealing without losing clarity and usability.

Several problems identified from the previous version included:

• Inconsistent visual hierarchy
• Less engaging hero section
• Limited brand personality
• Crowded layout structure
• Product information that was difficult to scan quickly
• Lack of emotional visual storytelling

Design Goals

The redesign aimed to:

• Create a cleaner and more modern landing page
• Strengthen the visual identity of the brand
• Improve readability and content structure
• Deliver a warmer and more inviting user experience
• Make product exploration easier and more enjoyable
• Increase user trust through better presentation

Design Approach

The redesign process started by exploring the brand’s personality and identifying visual directions that could better represent the product experience.

The interface was redesigned using a cleaner layout system, more balanced spacing, and stronger typography hierarchy to improve readability and focus. Warm color tones were introduced to create a more appetizing and welcoming atmosphere while maintaining a modern appearance.

Visual storytelling also became an important part of the redesign. Product imagery, section flow, and supporting copywriting were carefully arranged to create a smoother browsing experience from the hero section to the call-to-action area.

Key Improvements

1. Cleaner Visual Layout

The new layout uses more structured spacing and simplified section organization to reduce visual clutter and improve focus.

2. Stronger Brand Identity

The redesign introduces a warmer and more recognizable visual direction through color palette, typography, and imagery.

3. Improved User Experience

Navigation and content flow were redesigned to help users access information more naturally and efficiently.

4. Better Product Presentation

Product sections now feel more organized and visually appealing, making the menu easier to explore.

5. Modern Landing Page Experience

The overall interface now feels lighter, cleaner, and more aligned with current digital design trends.

Outcome

The redesign successfully transformed the old landing page into a more modern and engaging digital experience. The new interface not only improves usability but also better reflects the warmth and personality of the brand.

Through this redesign, Oemah Dimsum is positioned with a stronger visual identity and a more professional online presence that supports both branding and customer engagement.

Reflection

This project highlighted how visual consistency and user experience play a major role in shaping how users perceive a brand. A landing page is not only about aesthetics, but also about creating trust, clarity, and emotional connection through design.