A Made-From-Scratch Digital Experience

A restaurant’s website is a valuable tool to inform guests, increase foot traffic, enrich the brand’s story, and make a great impression. With Uncle Julio’s commitment to fresh ingredients and handcrafted recipes, their Made-From-Scratch dining experience deserved a best-in-class digital presence.

Scope of Work

Before pushing a single pixel, we conducted preliminary research to better understand our audience and how they were using both Uncle Julio’s site and the sites of their competitors. Building on these rich insights, we were able to streamline content and navigation to create a site that’s optimized for the actual needs and behaviors of the end-user. And, using hand-drawn textural design elements, the site now looks and feels handcrafted while matching the rustic-modern aesthetic of Uncle Julio’s dining rooms.

Tomato illustration.


Uncle Julios


  • Website Design
  • Website Development
  • UX Strategy
  • Copywriting
Landing page of the old site.

An Audit of Their Existing Site

We conducted a full audit of their existing site and identified inconsistencies, friction in the user experience, and repetitive content.

Row of pages from the old site.
  • Outdated Styling

  • Cumbersome UX

  • Info Redundancies

Matching The Brand To Their Audience

Our research revealed Uncle Julio’s audience includes a segment that we’ve defined as “luxury lite.” To reach these more affluent consumers who appreciate elevated experiences, we needed to overhaul their website’s styling to utilize a more premium look and feel.

Profile write ups for customer profiles.
Acocado illustration
A sketch the planned sitemap.

Site Mapping

Building on our research, we mapped out the most important pages of the site and tailored the menu so that it’s intuitive and simple for visitors to find what they’re really looking for.

Style Guide

To elevate Uncle Julio’s brand, we designed a style guide with extensible elements that could be used both in the site’s redesign and serve their ever-expanding locations and innovative new dishes.

Style guide showing the brand colors. Style guide mission statement - Fanatically delivering from scratch mexican memories. Style guide showing type treatment options. Style guide showing consistent styling in photography.
Moblie screenshot of the homepage.

Our Mobile-First Approach

Since 75% of Uncle Julio’s traffic comes from smartphones and tablets, every asset on their new site is automatically tailored for mobile interfaces to ensure performance without sacrificing experience.

Groups and Catering page shown on mobile phone.
  • Increase in site speed
    In style 'by' word accent.


  • Increase in menu views
    In style 'by' word accent.


  • Increase in Group Dining bookings
    In style 'by' word accent.


  • Increase in Gift Card Sales
    In style 'by' word accent.


Dinner menu shown on mobile phone.
Gif of landing page showcasing the background video.

Background Video

To instantly give site visitors a sense of the dynamic atmosphere and tableside experiences that await in Uncle Julio’s, we used videos site-wide that showcase unique dining moments — and these videos play seamlessly on mobile, something found on few competitor sites.

Pepper illustration.


From intuitive natural language reservation forms to individual restaurant pages that remember your location, Uncle Julio’s new site is full of elements custom built for their visitor’s unique needs.

Customized site experierence based on user location. Customized booking based on user location. Customized for user rewards level.

Have you checked out the site yet?

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