Noms - A food box service from Fjordland
Noms is a food box service concept developed for Fjordland, aimed at reaching a younger audience.
The service delivers ready-made meals or ready-made meal components at a reasonable price, designed to feel accessible, modern, and easy to use.
I worked on the project together with two colleagues from Æra. I was the sole designer, responsible for the full design process — from early concept sketches to a functioning, testable web shop — based on insights from Æra’s innovation process for Fjordland.
Role: UX / Product Designer
Project length: 6 months
Team: Øystein Hagen, Christian Haave, Jacob Pettersen
Client: Fjordland
Agency: Æra Strategic Innovation
Year: 2025
Web shop
The web shop was built to test real willingness to pay, not just interest. The goal was to understand who the service appealed to, what worked, what didn’t, and whether the concept had growth potential.
I sketched the solution in Figma and built the MVP in Squarespace. Squarespace was chosen to move fast, validate assumptions, and leverage built-in e-commerce functionality.
The design focused on being fun, modern, and approachable, without feeling premium or complex. Key priorities were clarity, ease of use, and a friction-free purchase flow for younger users.
Identity
I developed the identity with speed and testing in mind. With limited budget, the focus was on creating something flexible and distinctive rather than polished or over-designed.
We explored multiple name options before landing on Noms — a neutral, playful term with few existing associations. This allowed the service to define its own meaning and tone.
The color palette was chosen to feel fresh, vibrant, and youthful, reinforcing both the product category and the target audience.
Iterations
The solution went through multiple iterations, from low-fidelity sketches to refined layouts. Design decisions were continuously adjusted based on feedback, usability considerations, and technical constraints of the MVP setup.
AI-generated visuals
To test reactions to the service as realistically as possible, I created photo and video assets using AI.
I generated a realistic setting, composited the Noms branding into the scene, and then used the edited image to generate video content. This allowed us to present the concept at a high level of realism without a full production setup.
Results & learnings
700+ users signed up via social media campaigns
Strong qualitative feedback through questionnaires
Web shop opened for a limited Oslo test
5 real deliveries completed in one day
User interviews conducted post-delivery
The project generated valuable insights, and Fjordland responded positively to the concept, seeing clear potential for further development.