A well-thought-out animation tells in seconds what a paragraph can't: how a product is made, how a process moves forward, how much light a fabric lets through.
Case 01 · Food
Impasto.
A craft pizzeria selling Neapolitan pre-baked pizzas that only had Instagram. We built it a website that tells the product's story as you scroll and takes the order to WhatsApp.
Before and after
What changed.
Before
Instagram only. The Neapolitan pre-baked pizza, finished at home, had no place of its own to explain itself.
Now
Its own website where scrolling builds the pizza step by step, shows the varieties, explains how to finish it at home, marks how far delivery goes and closes with the order on WhatsApp.
The challenge
Neapolitan pre-baked pizza is a new product for many people: it's neither a ready-made pizza nor raw dough.
We had to explain in seconds what it is, how it's made and how to finish it at home, and make people hungry before they reach the price. All with a brand that until then only existed on an Instagram profile.
The experience
We design experiences, not just pages.
A website isn't a brochure: it's something you use. Every animation in Impasto is there for a reason, and here we show you which.
Scroll, mouse or finger make the page respond. When something responds to you, you stay, explore and understand more.
Nothing moves for decoration: it guides the reading, shows the product or settles a doubt before it reaches WhatsApp. And if someone prefers less motion, the site respects that.
01
An entrance that orders the reading
- What happens
- When the site opens, the title, the subtitle and the buttons appear in order over the photo of the pizza.
- Why it works
- It orders the first read: first what it is, then what to do. The site feels cared for from the first second, which is when people decide whether to stay.
02
The pizza, layer by layer
- What happens
- The process video advances with the scroll: the dough, hand-stretching, the tomato and the stone oven, each step with its text.
- Why it works
- It explains a new product at the pace of whoever is watching, without pressing play. By the time they reach the varieties, they already understand what they're buying and why it's different.
03
Does it reach me?
- What happens
- A map of Merlo with the delivery area marked and the Universidad de Morón point.
- Why it works
- It answers the most common question before anyone types it. Fewer back-and-forths on WhatsApp and faster orders.
What we did
Every section has a job.
Varieties
Two bases, one oven: tomato and fugazzeta, each with its card, its description and its order button.
Finish it at home
Three steps to finish the pizza in your home oven, with simple icons so it's understood at a glance.
Questions, answered before they're asked
The usual questions (what a pre-baked pizza is, how long it keeps, how to order) answered on the same page.
From Naples to Merlo
The product's story and the delivery area in one section, with the interactive map.
Designed mobile-first
Most visits come from a phone, so every section was also designed for the small screen: buttons within thumb's reach, text you can read without zooming and animations adapted to touch.
Identity
Colors and typefaces of its own.
Nothing comes from a template: the palette and the typefaces were chosen for the product.
Carbone#14100D
Forno#211915
Crema#F4EADB
Pomodoro#B8321F
Crosta#D8A24A
Basilico#4E7A3A
IMPASTO
Josefin Sans · Logotype. Inspired by the logo on its Instagram.Neapolitan pizza
Seramonde · Headlines. A serif with the air of a trattoria sign.Hand-made pre-baked pizzas, stone-fired.
Inter Tight · Body text.The invisible layer
What AI reads.
Underneath the design, the website is built so Google, ChatGPT and Gemini understand what Impasto is, where it is and what it offers.
FoodEstablishmentThe business data (what it sells, where it delivers and how to order) marked up so search engines and AIs read it without guessing.
ProductEach variety as a product, with its name and description.
HowToThe three steps to finish it at home, as instructions an AI can cite.
FAQPageThe frequently asked questions marked up just as they appear on the page.
llms.txtA summary of the site made so AI assistants understand the business at a glance.
What changed
From an Instagram profile to its own website that explains the product, shows the varieties, says how far it delivers and takes the order to WhatsApp.
A single link to share in stories, in the bio and by message, which Google and AI can also read.