UI Design Concepts

Three distinct visual directions for Pantry, each with a unique personality. All concepts share the same information architecture and content; they differ in colour, typography, shape language, and emotional tone. Each concept includes four key mobile screens: Home Dashboard, Pantry Inventory, Shopping List, and Item Detail.

Attribute Kitchen Table Fresh Market Family Hub
Mood Warm, homey, tactile Clean, modern, fresh Friendly, accessible, colourful
Primary Colour Terracotta #C4653A Deep Green #2D6A4F Warm Indigo #5B4FA0
Secondary Sage #7A9E7E Warm Coral #E07A5F Warm Amber #F5A623
Background Linen #FAF7F2 Pure White #FFFFFF Soft Cream #FFF8F0
Typography Plus Jakarta Sans DM Sans Nunito
Corner Radius 16px (rounded, friendly) 12px (crisp, modern) 14px (balanced, playful)
Signature Element Ingredient-style chips Store-branded accents Family avatars, colour borders
Navigation Style Rounded pill bottom nav Line-active indicator Labels always visible
Best For Emotionally warm, domestic Premium grocery integration Multi-member households

Concept 1: Kitchen Table

Mood: Warm, homey, tactile, like a well-organized kitchen

Terracotta #C4653A Sage #7A9E7E Linen #FAF7F2 Plus Jakarta Sans

Home Dashboard

09:41
Good morning, Lerato
Your household is 78% stocked
L
Monthly Budget R17,800 / R25,000
This week: R3,420 Saved R860
Needs Attention
!
Eggs ran out yesterday
Added to list, R42.99 at PnP
!
Milk running low (1 day)
R32.99 at Woolworths
!
School socks torn
R89 at PEP, R120 at Mr Price
This Week's List
12 items Est. R684
Groceries (8) Clothing (2) Toiletries (2)
Review & Approve List
MIC
Voice Add
CAM
Photo
LIST
Full List
Home
Pantry
Lists
Insights

Pantry Inventory

09:42
Pantry
Search items...
All Fridge Pantry Frozen Cleaning
Eggs 18-pack
Out of stock
Out
Full Cream Milk 2L
1 day left
Low
Sunlight Dish Soap
3 days left
Low
Rice 2kg
14 days left
OK
Omo Washing Powder
21 days left
OK
Home
Pantry
Lists
Insights

Shopping List

09:43
This Week's List
12 items, est. R684
All (12) Woolies (5) Checkers (4) PnP (3)
WoolworthsR198.95
Milk 2L
Running low, 1 day
R32.99
Cheddar 400g
Last bought 12 days ago
R69.99
Yoghurt 500g
Weekly staple
R42.99
CheckersR79.98
Eggs 18-pack
Out of stock
R42.99
Rice 2kg
Monthly restock
R36.99
Approve & Send to Sixty60
Home
Pantry
Lists
Insights

Item Detail

09:44
Full Cream Milk 2L
Running Low Est. 1 day remaining
Stock Level
Nearly emptyFull
Purchase History
Feb
Mar
Apr
May
Price Comparison
WoolworthsR32.99
CheckersR29.99
Pick n PayR31.49
Consumption: Used every 4-5 days
Add to List
Mark Stocked
Home
Pantry
Lists
Insights

Concept 2: Fresh Market

Mood: Clean, modern, fresh, like a premium grocery experience

Deep Green #2D6A4F Warm Coral #E07A5F White #FFFFFF DM Sans

Home Dashboard

09:41
Good morning, Lerato
Your household is 78% stocked
L
Monthly Budget R17,800 / R25,000
This week: R3,420 Saved R860
Needs Attention
Eggs ran out yesterday
R42.99 at PnP
Milk running low (1 day)
R32.99 at Woolworths
School socks torn
R89 at PEP
This Week's List
12 items Est. R684
Groceries (8) Clothing (2) Toiletries (2)
Review & Approve List
MIC
Voice Add
CAM
Photo
LIST
Full List
Home
Pantry
Lists
Insights

Pantry Inventory

09:42
Pantry
Search items...
All Fridge Pantry Frozen Cleaning
Eggs 18-pack
Out of stock
Out
Full Cream Milk 2L
1 day left
Low
Sunlight Dish Soap
3 days left
Low
Rice 2kg
14 days left
OK
Omo Washing Powder
21 days left
OK
Home
Pantry
Lists
Insights

Shopping List

09:43
This Week's List
12 items, est. R684
All (12) Woolies (5) Checkers (4) PnP (3)
WoolworthsR198.95
Milk 2L
Running low, 1 day
R32.99
Cheddar 400g
Last bought 12 days ago
R69.99
Yoghurt 500g
Weekly staple
R42.99
CheckersR79.98
Eggs 18-pack
Out of stock
R42.99
Rice 2kg
Monthly restock
R36.99
Approve & Send to Sixty60
Home
Pantry
Lists
Insights

Item Detail

09:44
Full Cream Milk 2L
Running Low Est. 1 day remaining
Stock Level
Nearly emptyFull
Purchase History
Feb
Mar
Apr
May
Price Comparison
WoolworthsR32.99
CheckersR29.99
Pick n PayR31.49
Consumption: Used every 4-5 days
Add to List
Mark Stocked
Home
Pantry
Lists
Insights

Concept 3: Family Hub

Mood: Friendly, accessible, colourful, like a family command centre

Warm Indigo #5B4FA0 Warm Amber #F5A623 Soft Cream #FFF8F0 Nunito

Home Dashboard

09:41
Good morning, Lerato
Your household is 78% stocked
L
T
G
Monthly Budget R17,800 / R25,000
This week: R3,420 Saved R860
Needs Attention
!
Eggs ran out yesterday
Added to list, R42.99 at PnP
!
Milk running low (1 day)
R32.99 at Woolworths
!
School socks torn
Grace reported; R89 at PEP
This Week's List
12 items Est. R684
Groceries (8) Clothing (2) Toiletries (2)
Review & Approve List
MIC
Voice Add
CAM
Photo
LIST
Full List
Home
Pantry
Lists
Insights

Pantry Inventory

09:42
Pantry
Search items...
All Fridge Pantry Frozen Cleaning
Eggs 18-pack
Out of stock
Out
Full Cream Milk 2L
1 day left
Low
Sunlight Dish Soap
3 days left
Low
Rice 2kg
14 days left
OK
Omo Washing Powder
21 days left
OK
Home
Pantry
Lists
Insights

Shopping List

09:43
This Week's List
12 items, est. R684
All (12) Woolies (5) Checkers (4) PnP (3)
WoolworthsR198.95
Milk 2L
Running low, 1 day
R32.99
Cheddar 400g
Last bought 12 days ago
R69.99
Yoghurt 500g
Weekly staple
R42.99
CheckersR79.98
Eggs 18-pack
Out of stock
R42.99
Rice 2kg
Monthly restock
R36.99
Approve & Send to Sixty60
Home
Pantry
Lists
Insights

Item Detail

09:44
Full Cream Milk 2L
Running Low Est. 1 day remaining
Stock Level
Nearly emptyFull
Purchase History
Feb
Mar
Apr
May
Price Comparison
WoolworthsR32.99
CheckersR29.99
Pick n PayR31.49
Consumption: Used every 4-5 days
Add to List
Mark Stocked
Home
Pantry
Lists
Insights

Product Strategist Recommendation

Concept 1: Kitchen Table

Strengths
  • Warmest, most emotionally resonant direction. Terracotta and sage evoke a real kitchen.
  • Linen background feels premium without being sterile. Great readability.
  • Pill-style navigation and ingredient-style chips reinforce the household identity.
  • Strongest differentiation from existing grocery apps (Sixty60, Dash), which use clinical whites.
Risks
  • Terracotta may polarize: some users could perceive it as "old-fashioned" versus modern.
  • Warm tones can reduce perceived contrast on cheaper phone screens.
  • May feel less "tech-forward" for early adopters expecting a sleek digital product.

Concept 2: Fresh Market

Strengths
  • Most commercially polished. Deep green on white is proven in grocery (Woolworths, Whole Foods).
  • Clean, modern aesthetic appeals to the broadest audience segment.
  • Store-branded accents create strong mental model for price comparison features.
  • Scales best to dashboard and Nest Hub surfaces; works well at any size.
Risks
  • Least differentiated: could be mistaken for any premium grocery app.
  • Pure white background can feel cold for a household or family app.
  • Coral secondary, while attractive, does not reinforce the "home" feeling.

Concept 3: Family Hub

Strengths
  • Best for multi-member households. Family avatars and colour-coded categories are highly functional.
  • Warm amber secondary adds energy and optimism. Celebration elements boost engagement.
  • Labels-always-visible navigation is the most accessible for less tech-savvy users (e.g., domestic workers, grandparents).
  • Strongest WhatsApp integration potential; the playful tone matches chat-based interaction.
Risks
  • Warm indigo is unexpected for a kitchen app. May need user testing to validate.
  • Coloured left borders on cards add visual noise at scale (50+ pantry items).
  • Friendly, rounded aesthetic may undermine premium perception for higher-income segments.

Recommendation: Kitchen Table with selective elements from Family Hub

Kitchen Table is the recommended primary direction. Its warm, distinctive palette sets Pantry apart from every competitor in the SA market. No grocery app currently uses terracotta and sage; this is a genuine visual identity, not a colour swap on an existing template.

Incorporate two elements from Family Hub:

  • Family member avatars on the dashboard and list screens. Multi-role household input is a core product differentiator; the UI should make this visible.
  • Labels-always-visible navigation for accessibility. The domestic worker persona (Grace, 55) and younger child persona (Sipho, 12) both benefit from explicit labels over icon-only navigation.

Persona fit:

  • Lerato (busy parent, 38): Kitchen Table's premium warmth matches her aspiration for a "sorted" household. She will appreciate the clear budget tracking and store grouping.
  • Grace (domestic worker, 55): The warm, high-contrast palette and visible nav labels make the app approachable on her entry-level Android device.
  • Sipho (child, 12): Family Hub avatars give him ownership of his toiletries list. The warm palette is age-neutral.

Surface scalability: Kitchen Table's warm palette translates well to Nest Hub (ambient display benefits from non-white backgrounds) and WhatsApp (terracotta accent colour works in chat bubbles and quick-reply buttons). Fresh Market's pure white would wash out on the Nest Hub's ambient display.