Objective
Crafting a careers site that reflects brand personality
A careers website that showcases culture, strengthens employer branding, and makes the application experience intuitive, compelling, and memorable for prospective talent.
View the live website here
Industry
FMCG | D2C
SERVICEs
UI UX | Visual Design
Deliverables
Website & Msite
Impact
40% increase in candidate engagement
Licious is India’s leading fresh meat & seafood brand, known for its bold personality and playful communication. It’s a company that thrives on passion, innovation, and fun.
Licious had no dedicated careers website, relying only on LinkedIn for hiring. They wanted a platform that could reflect their culture, highlight perks, and attract talent by showcasing what makes working at Licious unique.
The hardest part wasn't designing a careers site. It was building a visual language for people when the brand had only ever spoken about product.
Licious's consumer brand was bold but minimal — a red box, a wordmark, not much else. The challenge was extending that into something warm, human, and specific to people without losing what made the brand recognisable. The creative direction that emerged — visualising employees as Licious products — pushed the brand's playfulness further than it had gone in any digital context before.
The Culture page took a different structural approach — a bento-style grid with an organic, non-linear flow rather than the structured layout of every other page.
Some of the strongest visuals came from reading the copy carefully and responding to what it was actually saying.
The tombstone came from a line about ending the era of the black plastic bag — a literal interpretation felt more honest than a polished graphic. The Venn diagram came from wanting the jobs page to feel self-aware rather than earnest.
View the live website here
