We're looking for a modern, yet simple-to-understand website. The site must be easy and clear to navigate.
Given that our product is sort of a "dog equivalent of organic food for humans" to put it like that, we're looking for something with that earthly/natural feeling to it.
Visually it must have a consistent design across pages (for example clickable buttons are always the same color).
UPDATE#1: We're not looking for a plain-white with boxes design. We're looking for something with organic/earthly colors, and a more interesting design. Boxes on white background we can get in any standard WP theme.
UPDATE#2: Please don't submit proposals where the homepage is 5+ screens long. That's just lazy design. The scrolling our customers need to do on the page must be kept to a minimum - this is not a 1-page website. We have several pages. We're seeing proposals where the hero/splash is almost a full screen large - that will not work for us. Please shrink the frontpage down to something like 3 screen heights maximum.
UPDATE#3: We consider the initial round everyone's opportunity to submit the IDEA behind your design. We're not looking for finished and well polished work in the initial round. It doesn't matter that much if a font is wrong or small details like that. What we are after in this round are fresh creative ideas for the layout - let your creativity flow, and don't bother with the tiny details. We're not going to go back-and-forth too much in the initial round, as that is about creativity and ideas.