MOWI ASA

Headquartered in Bergen, Norway, the company operates across 70 countries. It delivers a range of fresh, healthy seafood products and puts a strong emphasis on responsible sourcing and high sustainability standards.

Beyond being “just” a brand site, it supports a wide range of corporate communication needs: meeting the expectations of a listed company and investor relations, addressing regulatory and compliance-related information, and presenting the company’s profile, activities, values, and strategy in a clear, credible way.

The previous design dated back to the early 2000s and had simply stopped reflecting where the company is today. Over time, it accumulated many incremental, point-by-point fixes, which made the experience feel inconsistent and harder to maintain.

As a result, the site struggled to support a positive first impression and had noticeable usability issues — especially around navigation, content clarity, and finding key information efficiently.

From there, we looked at each group’s needs and patterns, using insights from analytics and Hotjar to shape a clearer information architecture and a more intuitive navigation model.

The new layouts needed to support very different content types — from regulator-driven datasets presented in tables to more consumer-oriented, food-industry visuals and editorial content. At the same time, the site had to communicate the company story in a way that feels professional, engaging, and easy to browse.

After defining the structure through wireframes (page hierarchy, content overview, and key layout patterns), I developed a refreshed UI aligned with the brand guidelines. Clarity, Scandinavian minimalism, and generous whitespace became the foundation of MOWI’s updated visual language.