Case study · Spec project · 2026

Design the business before the website.

Frasco began with a weekly dinner service: the offer, prices, menu rotation, delivery area, and returnable packaging. I developed the business model first, then designed a website that makes it easy to understand.

Scope: Business model, brand, menu system, outreach, analytics, and frontend
Build: Static HTML, shared CSS, JavaScript menu data, JSON-LD, event plan
The offer: Weekly dinner delivery for the Research Triangle.

Explore the Frasco prototype View selected work

A week of Frasco dinners lined up in glass jars with one stainless tray

Jump to section Overview

Brief

The business plan came first. The website followed.

The plan defined Frasco as a solo-operated weekly dinner service: one cook, one Sunday route, three household sizes, and a returnable packaging loop. That immediately shaped what the website had to explain, what the order flow had to collect, and which promises the business could reliably keep.

Shift

From endless menu to a disciplined rotation.

The early plan put 24 dishes on the menu every week. Prep time, ingredient overlap, and delivery capacity exposed the strain. I separated the full catalog from the weekly offer. The current prototype shows 21 dinner dishes, with eight available each week, so the menu can rotate within a manageable production schedule.

Takeout for two US$52

Illustrative prices in US dollars for the US concept.

Frasco for two US$30

A clear price for a complete dinner.

Menu model 21 / 8

Twenty-one dinner dishes, eight available each week.

Frasco homepage showing the current identity, dinner formats, and delivery promise — The Frasco homepage connects the offer, household formats, and Sunday delivery.

Frasco menu with household sizes, weekly rotation, and dish filters — The menu separates this week’s eight dishes from the full dinner catalog.

Golden coconut dal layered in a Frasco glass jar

System thinking

Filters that help people choose dinner.

I organized the dishes by diet, allergens, cuisine, and spice level. Each filter appears only when it helps someone narrow down what to order.

Rotation

The menu shows what is available this week and what will return, so customers know when to look for a favorite dish.

Packaging

Solo and Dos come in glass jars; Familia comes in stainless trays. First orders can use fiber packaging if returning containers is inconvenient.

Copy

I kept the descriptions specific: what is in each dish, how many people it feeds, and what it costs.

Data layer

One JSON catalog keeps the menu, filters, prices, portions, and nutrition in sync. It also supplies the structured product data that search engines read.

Beyond the build

Help customers find Frasco and come back.

I also planned how Frasco could reach nearby households, remind customers when their favorite dishes return, and learn which efforts lead to orders. These are proposed next steps for the prototype.

Local discovery

Build neighborhood and delivery-area pages around real service boundaries, keep Google Business Profile details consistent, and add Organization, Product, and FAQ structured data so search engines understand what can be ordered and where.

Useful outreach

Give apartment managers, coworking spaces, gyms, parent groups, and local employers a tailored landing page or referral code instead of sending everyone to a generic homepage. Each partnership can answer the right questions and be measured separately.

Reasons to return

Send an email when a favorite dish returns, remind customers to leave jars out for collection, and ask how dinner went after delivery.

What to learn each month

Review how people found the site, which dishes they viewed, where they stopped ordering, and whether they came back. A short monthly report would help the owner choose what to improve next.

Image direction

A consistent look for every dish.

A spec project has no kitchen shoot, so the photography had to be directed as a system: 85mm, eye-level through glass for jars, a high angle for trays, pale grey-green background, and a specific composition set for each recipe.

Purple Rain Jar with black rice, purple vegetables, seeds, and herbs

Golden Coconut Dal jar with yellow dal, rice, and herbs

Smoky black bean and sweet potato dinner in a stainless tray

Peanut-lime tempeh bowl layered in a glass jar

Beet, black rice, and citrus dinner layered in a glass jar

Picadillo Criollo dinner with olives and egg in a stainless tray

Wild salmon nori rice dinner layered in a glass jar

Shakshuka and white bean dinner in a stainless tray

Outcome

From the business model to a working prototype.

The prototype brings the offer, menu, prices, and delivery details together in one place. I built it with accessible interactions and reduced-motion support, and outlined how a future launch could reach customers and track orders.

21 dinner dishes with 8 available weekly and rotation-state messaging.
27 dish images generated from one locked photography system.
Static pages, no frameworks, crawler-visible content, and JSON-LD.
A measurement plan for visits, menu choices, and orders.
An outreach plan with dedicated pages for local partners.

View selected work

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hello@josefina.dev

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