Website & ecommerceEvents & mobile catering2026

Frosty Rollers

A loud, graffiti-styled site for a rolled ice cream caterer, with a public brochure front and a full booking diary, quote builder and moderated reviews behind it.

Visit frostyrollers.com ↗

The brief

What we were asked for

A rolled ice cream business that gets booked for weddings, festivals, corporate days and parties needed a site that looked like the product — bright, loud and unmistakable — and an operational back end that turned enquiries into priced, diarised bookings instead of a phone full of messages.

The challenge

What made it difficult

The constraints that shaped every decision after them.

The brand is a wrap covered in street art. A conventional, tasteful agency site would have been the wrong answer.
There was no photography of the product at launch, so the whole design had to carry itself on illustration and type.
Enquiries needed a price. Travel, hours, guest numbers and package all move the number, and the owner was quoting by hand.
The menu changes with the seasons and could not require a developer or a deploy to update.
Customer reviews are worth more than any copy we could write — but only if spam never reaches the page.

What we built

How we solved it

The decisions that mattered, and why we made them.

A brand system, not a template

The palette, display type and painted-wall textures are lifted straight from the rig artwork, with outlined headings, sticker cards and paint-drip section edges built as reusable utilities so every page stays on-brand without being hand-tuned.

Illustration instead of stock photography

The rigs, mascot and wordmark are drawn as inline SVG rather than shipped as images, so they recolour with the palette, stay razor sharp at any size and cost almost nothing to load — and the site launched looking finished with no product photography in existence.

Enquiry straight into a booking diary

The public form writes into a real diary: calendar view, quote builder priced against configurable mileage rates and minimums, fleet and staffing, soft-delete recovery and search. The owner answers an enquiry with a price rather than a promise to work one out.

A menu the owner controls

The menu panels are database rows edited from the admin panel, committed a panel at a time so a half-typed flavour never reaches the live site — and they fall back to the built-in menu if the database is ever unreachable, so the page can never render empty.

Reviews that are safe to publish

Nothing appears until it is approved. Four independent anti-spam layers sit in front of submission, reviewer email addresses are excluded structurally from every public query rather than by convention, and the content filter is re-applied when a moderator edits a review.

The outcome

Where it got to

A site that looks like the product it is selling, launched before a single photograph of it existed.
Enquiries arrive priced and diarised instead of scattered across texts and social messages.
Menu, news and reviews are all owner-editable — no developer in the loop for day-to-day content.

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