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ROST
Website of ROST Agroholding Company

ROST Group is the most rapidly developing agroholding company and the leader in the greenhouse vegetable market in Russia.

link to the project

(01)

about the project

project objectives

Digital Lab faced a comprehensive task. The new website for ROST Group had to cover several customer needs at once:

— show that there is no need to fear greenhouse production — vegetables from greenhouses are natural and healthy

— clearly demonstrate the processes and stages of growth 'from start to finish' on the main page using interactive elements

— emphasize the technological advancement, eco-friendliness, and scale of the business using a new visual language

— present all the agroholding's vegetable brands, highlighting the advantages of each one, and explain why it is worth choosing a particular brand

— create 'entry points' for potential partners and the HR function

(details)

awards

type

website

category

production

services

design, front-end, back-end, content

(02)

main idea

main idea

ROST grows vegetables in greenhouses, so for the main page of the website, it was decided to create a sense of presence in such a modern greenhouse. We aimed to create a wow-effect and recreate the atmosphere as it truly is — to show the warm light, the entire process of vegetable growth, and the controlled growing and ripening conditions close to natural ones, the same as in nature.

Additionally, the association with greenhouses was emphasized through glass: we actively used the frosted glass effect in banners, icons, and other website elements. And a vibrant palette conveying the colours of greenery, vegetables, water, and the sun.

just like in life

One of the tasks we faced was to emphasize the naturalness and quality of the vegetables. Therefore, it was extremely important for the product to look the same on the website as it does in life.

All elements of the 3D vegetable growth story on the main page were meticulously crafted: every seed, leaf, vegetable, and insect were recreated by us considering comments from agronomists and technologists. For example, to ensure a cucumber precisely matched a real one, we 3D scanned the sample — meaning we took products from the greenhouses and worked directly with them. These cucumbers are indeed so beautiful that they are ready for production immediately!

(03)

what we did

storytelling and content

We visually reflected the entire growth cycle using 3D: from the seed to the finished product. Right on the main page, the user can choose a cucumber or tomato and virtually 'grow' it: plant a seed in the substrate, learn about watering, the vast number of monitoring parameters, and why ROST does not use soil, and turn on the lighting.

Through interactive storytelling, we immerse the user in a conversation about the product. We show the transparency and naturalness of the entire production.

The website turned out to be substantial: besides the impressive interactive vegetable growth story on the main page, there is a lot more useful information in a more familiar web interface.

storytelling and content

From a visual standpoint, we connected all pages with common elements and colours. We used the frosted glass effect, bright accents, natural and pure colours. Each brand's page has a unique design emphasizing its features, revealing its character, and showcasing its variety of flavours. But here too, we used elements of the main website identity — for overall cohesion.

Besides visual effects, we also worked with sound for the main page: we used sound design to vividly illustrate each stage of the vegetable growth.