Concept Review · Natassia DSouza

Five directions for the new landing page + a conversion variant + the current baseline.

Concepts 01–05 reuse the existing 13-section framework, headlines, and testimonials — only the visual treatment changes. Concept 06 is a direct-response variant (Hormozi style): pain agitation, value stacks, FAQ, guarantee, sticky CTA. Concept 07 is a faithful recreation of the current live site, included as a baseline for comparison. Open any to see the full landing page.

01 / EditorialFood Isn't the
Problem.

Editorial Magazine

Long-form essay feel. Drop caps, hairline rules, oversized pull quotes, cream paper. Quiet and considered.
02 / MinimalistFood Isn't the Problem.

Modern Minimalist

Premium clinic. Tight sans, fine 1px dividers, generous whitespace, almost monochrome — emerald accent only.
03 / BotanicalFood Isn't the
Problem.

Warm Botanical

Hand-crafted, organic, feminine. Curved dividers, paper texture, terracotta + sage extended palette, line-drawn botanicals.
04 / BoldFOOD ISN'T
THE PROBLEM.

Bold Statement

Color-block sections, expressive serif breaking out of containers, inflated yellow rings, high contrast.
05 / CinematicFood Isn't the
Problem.

Cinematic Story

Aman / Equinox premium. Dark-dominant, full-bleed imagery, numbered chapters, thin gold rules.
06 / Conversion-firstLOSE THE FOOD
OBSESSION.

Hormozi-style Conversion

Direct-response variant. Pain agitation, value stack with prices, testimonials with results, FAQ, 30-day guarantee, countdown, sticky CTA. Built to convert, not impress.
07 / BaselineFood Isn't the
Problem.

Current Site (baseline)

A faithful recreation of the live homepage as it stands today. Included so the client can compare the new directions against what already exists.