Aussie Chef
An e-commerce rebuild for Australia's leading supplier of professional chef uniforms, covering jackets, aprons, pants, and hospitality footwear.
The brief
Aussie Chef has outfitted hospitality professionals for over 40 years, selling chef jackets, pants, aprons, shoes, hats, and accessories across a large catalogue of colours and styles. The storefront needed clean, product-first browsing for both individual shoppers and bulk hospitality buyers.
The work centred on a professional, catalogue-style layout: hero banners for seasonal ranges, category-led navigation for jackets/pants/aprons/shoes, and a "Favourites" merchandising rail to surface bestsellers like the ARLO, ALEX, and TOMY aprons.
Approach & process
How the project moved from first brief to shipped product.
Catalogue Structuring
Organised chef jackets, pants, aprons, shoes, and accessories into a category system built to handle high colour/size variant counts cleanly.
UI & Component Design
Designed and built the hero carousel, favourites rail, and partner-logo trust section shown across the homepage.
Launch & Optimisation
Implemented shipping-threshold and returns messaging, then optimised imagery and layout for fast mobile browsing.
What we solved
The core constraint behind the project — and what shipped in the end.
With a decades-old catalogue spanning dozens of styles and colourways, the challenge was presenting that breadth without overwhelming shoppers — while keeping load times fast on product-photo-heavy category pages.
- Rebuilt category browsing across jackets, pants, aprons, shoes, and accessories
- Added a bestseller "Favourites" merchandising rail and partner trust-logo section
- Implemented free-shipping-threshold and 30-day-returns messaging at key decision points