What do you do when you have a century-old brand whose core product is absolutely misunderstood, yet are tasked with overhauling a patched-together near-decade old site whose only saving grace is an unbelievable catalog of recipes?
Just design something really fun to look at.
Wait, that’s not it.
First, you look at the data. You realize people do come to your site, but never through the homepage. They’re also coming in mostly via mobile and tablet. Interesting. So that means your homepage isn’t your homepage—your recipe page is your homepage.
Viewing the Crisco site experience through that lens enabled the team to figure out the best content and hierarchy so that not only will home cooks get a recipe they’ll love, they will also get a series of relevant recipes along with an idea of what Crisco is and why it is a superior product.
Now combine that with a new tone of voice and a hip, modern aesthetic, and you’re ready to speak to this generation of cooking enthusiasts—hopefully convincing them that the product you’ve seen in grandma’s cupboard really is the key to success in today’s modern kitchen.
INVOLVEMENT: Concept, Design
Additionally, I want you to know that I had a blast working on this. What initially looked like a simple ask(new site please) became something transformative and fun. Big shout out to my ACD on the project, James Westbrooks, for pushing extra hard on modernizing the brand.