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75 Years of Quality

About the Client

Locally grown in Texas, Hardie’s is a family-owned fresh food distributor making daily deliveries of fresh produce throughout the southwest. The company has been providing farm fresh fruits and vegetables, local produce, dairy, spices, and organic items to foodservice and retailers since 1943. From seed to fork, the company prides itself on the highest standards of food safety, security, quality assurance and HACCP standards.

Hardies image
Hardies image

Redesign Project

Hardie’s is a renowned business with solid traditions. The brand was in need of modernizing its image, while conserving the spirit it was built on.

Our team designed Hardie’s web space with two main goals in mind. Part of the site presents the corporate identity of the company, history, corporate values, and work ethics. While the rest of the layout highlights Hardie’s product catalogue and features all the produce currently in season.

Our Role

Art Direction, Graphic Design, User Experience, Project Management, Hand drawn Illustrations, Animations, Front and Back-end Development, User Interface Design, Photography Manipulation, 3D Design.

Fun Times

To make Hardie’s content even more enjoyable, we’ve imagined a couple of “fun” sections in the website design. “Gamifying” aspects of a webpage can build an entertaining and unique user experience.

To jazz it up a bit, we’ve created a seasonal wheel showing the fresh fruits and veggies grown in the current season. We’ve also added a “draw it yourself” product search. We gave users the ability to draw the shape of a fruit or vegetable they are looking to order and let the website determine which product they are thinking of. Just hold the bar space and try it for yourself.

Using an unusual approach makes a website memorable and propels the brand as a leader in their space. There’s a “coolness” effect to creating playful interactions with users.

Artificial Neural Networks For Image Recognition

We’re using artificial neural networks (ANN) to identify hand drawn images of fruits and veggies. What is ANN? It’s a computing systems inspired by the human brain. The network itself is not an algorithm, but rather a framework for many different machine-learning algorithms that work together to process complex data. In Hardie’s website, we use the power of ANN for image recognition. We have given users the possibility to manually draw the shape of the product they are looking for. Our machine intelligence matches the hand-drawn doodle with a real product.

Hardies image


We initiated a detailed research about Hardie’s business story to understand brand’s essence, core mission and market rankings. The discovery phase gave our team the opportunity to imagine fresh new visuals for Hardie’s online space.
We’ve paid special attention to the sitemap and advised on content layout. The wireframing of each page was of direct importance for the overall user experience.

Easy Breezy

Web visitors can easily look for products, search the online catalogue, or filter fresh cuts. The website is also easy to administer by our client. The back-end dashboard is very intuitive. Changing available products or spotlighting seasonal fruits and vegies is effortless.


During World War II John Hardie purchased a single farm-to-market delivery truck to fill a much-needed service in wartime Dallas. Three generations later, this simple service has blossomed into one of the premier fresh food distributors in the southwest. Connecting chefs with quality fresh produce directly from local farms is a fantastic concept.

Today, Hardie’s is still family-owned and applies the same historical values of hard work, innovation and genuine service. We are proud to work with a company, which values a healthy lifestyle from farm to fork.

The web design portrays Hardie’s as a renowned business with solid traditions.
We worked on site’s copywriting to make the content stand out.
We paid special attention to site’s UX wireframe and advised on content layout.
Changing available products or spotlighting seasonal fruits and veggies is effortless.
Web visitors can easily look for products, search the online catalogue, or filter fresh cuts.

What Else?

Our team also worked on site’s copywriting to make the content stand out. We wanted Hardie’s digital space to be interesting to read, with catchy phases that grab user’s attention.

Fast Facts
0 +
fresh produce uploaded in the catalogue
hours design work
years American tradition
fresh food trucks
weeks research
eDesign pros made magic happen