Patties Foods
Hardhat digital / Senior Designer
November 14 - February 2015
Designing a Modular Multi-Brand Platform
Patties Foods - one of Australia’s largest FMCG manufacturers - required a new digital home to unify six distinct brands under a single platform: Four N’ Twenty, Patties, Herbert Adams, Creative Gourmet, Nanna’s and Chefs Pride.
Hardhat secured the work through a competitive pitch, for which I developed the winning design concepts. Following the award, I was appointed Lead Product Designer for the delivery phase.
One platform, six identities
The core challenge was structural: how to house six established brands - each with its own tone, assets and audience - within a single scalable system.
Rather than building six independent websites, I designed a modular framework capable of “reskinning” based on the selected brand. Shared templates and components adapted visually while maintaining consistent structure and performance across the platform.
This approach ensured:
Brand differentiation without technical duplication
Reusable templates across product listings and content
A single maintainable codebase
Modular thinking before formal systems
Although this predated widespread design system adoption, the project was approached through reusable patterns and structured components.
Working closely with developers, I defined templates and UI modules that could flex across brands while preserving visual consistency and performance standards.
Outcome
The resulting platform functioned as six distinct brand experiences within a single scalable architecture - reducing maintenance overhead while strengthening digital cohesion across the Patties portfolio.
