An ice cream brand website example
EatKinda is a New Zealand-born plant-based ice cream brand that turns rescued cauliflower into dairy-free frozen desserts. Founded by Mrinali Kumar and Jenni Matheson, the brand offers vegan and gluten-free alternatives to traditional ice cream while focusing on sustainability and reducing food waste.
The website stands out for its playful illustrations, bold personality and clear brand voice. Alongside product pages, the site also includes a blog that shares sustainability stories, company updates and educational content. Everything from the visuals to the writing feels consistent, which makes the brand memorable and easy to connect with.
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Ice cream business website design
Warm pastel backgrounds and custom illustrations carry the brand from header to footer, with a cartoon cauliflower mascot acting as a friendly signpost across the site. The result is a business website that feels designed by hand rather than by template.
The layout breaks the standard product-grid mold, opting for stacked sections that swap between impact stats, press clippings, product shots and waitlist forms. Bold conversational type and display sans-serifs run through every section, giving this business website design a personality you can read in the typography alone.
The plant-based ice cream brand behind the website
EatKinda started when co-founder Jenni Matheson tried making vegan cheesecake from leftover cauliflower, and accidentally invented an ice cream base instead. She teamed up with Mrinali Kumar at a New Zealand Startup Weekend, and the duo turned the recipe into a women-owned brand built around upcycled produce and home-compostable packaging. The site channels that scrappy origin story into every section.
Who this website is a good example for
Founders building a brand with personality. EatKinda proves that a small product company can compete with category leaders by leaning into voice and visual identity. The site shows how a punchy tone and custom illustration can carry a brand even before there's a checkout flow live, making it one of the more original business website examples around.
Mission-driven small businesses. Sustainability and food waste are baked into every section, from the impact callouts to the home-compostable packaging messaging. It's a useful reference for any team studying company website design that wants its purpose front and center without sounding preachy.
Pre-launch or community-stage brands. The site treats audience-building as the main job, with waitlist signups, retailer interest forms and investor outreach as parallel paths. It's a smart blueprint for company websites in the "we're coming, get on the list" phase before products go live online.
Business website design ideas
Use a mascot to give your brand a face. EatKinda's cartoon cauliflower pops up across the site, from headers to section dividers, doing real navigational work while reinforcing the product on every scroll. A mascot or recurring illustration gives a company website a memorable shorthand that no stock photo can match.
Segment your CTAs by audience. Instead of a single "Buy now" button, the site offers parallel paths for consumers, retailers, investors and press. Doing this on a business website helps every visitor self-select into the right conversion flow without fighting for attention.
Pair impact stats with story links. Counters for sustainability and packaging wins anchor abstract claims, with clickable links to the blog for the full context. If your business website ideas include an impact section, link out to longer stories so the data feels lived-in rather than performative.
Put the founder origin story up front. The cheesecake-gone-wrong, women-owned New Zealand startup narrative threads through the brand on every page. Sharing the "why" behind a company website builds trust faster than an About page full of generic mission copy.
Lean into category-specific language. Words like "bikkie", "chocka" and "kinda" signal personality and Kiwi origin without explaining the joke. Small word choices can do more for company website examples than any color study.
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