The art of food and beverage web design with Ksenia Tryniak

When it comes to branding food and beverage businesses, Ksenia Tryniak brings more than just aesthetics to the table – she brings soul. As the founder of TryLab Studio, Ksenia has carved out a distinct space in the industry, creating warm, story-driven websites and branding for everything from coffee roasters to soul food kitchens. Her work blends strategy with storytelling, helping clients not just sell a product, but share a feeling. Read on as Ksenia dives into trends, favorite projects and why food – like design – is an emotional business at its core.

Name: Ksenia Tryniak
99designs handle: Ksenia Tryniak
Location: Ukraine
Speciality: Food and beverage web design

Who are you and what specific industry do you specialise in?

Hi! I’m Ksenia Tryniak, founder of TryLab Studio – a creative practice where strategy meets soul.

I work with clients around the world, specialising in food and beverage web design, branding and e-commerce. This wasn’t a planned decision – it was an emotional one. I’m deeply drawn to people who care about what they do and food is an emotional business at its core. Hearing how people in this industry talk about their “baby” (their business) during Zoom calls and describing their process of creation, you can feel the energy right away. It’s not just about selling; it’s about sharing care, warmth and a story.

After creating a couple of websites for food and drink brands, I started getting requests from soulful kitchens to minimalist coffee roasters. I intuitively understand how to translate mood, texture and story into digital form.

99designs has played a big role in opening that global door. More than just a platform, it’s a vibrant, creative community that I truly value. It has connected me with inspiring clients and fellow designers from all over the world, and that means everything.

What design trends are shaping your industry right now?

There are so many! A few really stand out, including emotional storytelling in menus. More and more brands are moving beyond simply listing products – they’re telling origin stories and sharing rituals. I guide my clients through this too, because today it’s not just about what they sell but it’s how they create and put meaning into it. People ultimately buy you along with your product.

Texture is also back. Not just in food photography, but in web design itself. People crave authenticity. AI visuals are useful but often emotionally flat. I’ve started adding subtle grain, slight sepia tones and natural textures to bring a sense of life and imperfection. Hand-drawn icons, layered illustrations and organic tones bring that “real” feeling back.

What’s one recent project you’re really proud of, and why?

One I really care about is Mama’s Soul Food in the UK. They wanted to evolve from a small local restaurant into a full online presence. The challenge was working with the limitations of the Square platform – it’s functional, but creating custom design takes effort. I built a custom-coded layout with local flavor, added Instagram videos from their community and suggested showcasing reviews. The client was so thrilled with the outcome and improved sales that they involved me in their next project from the ground up – creating a logo, brand story, packaging and website.

Why do you love designing for food and beverage businesses?

Because it’s human. Food is culture. Emotion. Memory. Connection. And I see design the same way. I don’t design to impress – I design to connect. I help my clients bring their dreams to life in digital form and that’s a kind of quiet magic: when you don’t just create a website – you create a ritual, a warm space, a feeling of hospitality.

And I truly believe that when something is made with love, people feel it. Even through a screen.

What is inspiring you at the moment?

I’m deeply inspired by imperfection, people and their art. I love design that still holds raw edges – the kind of work that feels human, not overly polished. That’s where soul lives.

Imagine a dish served in a restaurant that’s been “airbrushed” – too smooth, no texture, no depth. It would look like a blob of beige. But when something has texture, unevenness, and that spark of wild creativity, it becomes irresistible. That’s the sweet spot where design meets feeling, and then taste.

Travel is another huge inspiration. I seek out creative spaces as that’s where I feel most alive – soaking up ideas, textures, atmospheres.

Which book / series / movie have you watched recently, and would you recommend it?

I’m drawn to creative work where many people contribute their vision and it becomes a mosaic of collaboration. Whether it’s physicists dreaming up future interiors or digital artists building entire fantasy worlds – that’s magic. Like “The Witcher”. It’s overflowing with creativity in the costumes, locations, visual effects – it’s all a beautifully orchestrated effort. That’s the kind of work that reminds me why I love what I do: it’s art, technology and collaboration coming together to create something unforgettable.

What’s the best professional advice you’ve ever received?

Design is not decoration – it’s communication. It’s not just about how something looks, it’s about what it makes you feel and understand. The best design solves real problems – practical, emotional, or both – without shouting.

Describe your design style in one word?

Alive.

Design is a living being that breathes, feels and connects. It’s never just about pixels or structure – it’s about emotion, presence and life itself. Design is always about humans, and for all living things.