This is a Mood Board. I like to start with Mood Boards when I need to zero in on the visual styles for a project and confirm artistic direction with clients.

This is one of the earlier iterations that we started out with. It ended up being a little too soft and muted for the client's taste.

This was the final approved home page mock-up. Colors and saturation levels were adjusted to align with product packaging and navigation became more prominent.

This is a sample category page template that includes promotional banner images, category specific banners and lots of placeholder product content.

Product page template with product description tab content visible.

Product page template with example hover/overlays and recipe content visible.

Product page template with review content visible including  a review snapshot (overview) and a featured review too.