Creative Director | Writer
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Smart Flour Foods Brand Development & Website

With a line of tasty, gluten-free products created for a passionate, niche audience, Smart Flour Foods had already done the hard part. They just needed help telling their story to consumers, retailers and restaurants.

THE SOLUTION

THE SOLUTION

Digital branding and positioning were necessary in order to translate their recognizable packaging and outgoing personality outside the store. While a responsive website redesign would bring their story to life and drive to purchase on both mobile and desktop.

THE PROCESS

THE PROCESS

I led a workshop with our internal team and Smart Flour Foods stakeholders to align on personas, user journeys, brand positioning and explore look and feel. We then conducted two photoshoots — product and lifestyle — to create a truly ownable experience for Smart Flour.

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THE WEBSITE

THE WEBSITE

Smart Flour’s vibrant personality and story shine through using bold copy and custom imagery that showcases their brand differences. A custom product locator drives to both restaurant and retail locations — helping consumers find the product in any situation.

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MY ROLE

MY ROLE

As creative lead for Smart Flour Foods, I collaborated with the clients, their long-time packaging designer and photographer and an internal team to shape their unique brand story for the web while driving their business goals. 

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THE RESULTS

THE RESULTS

The Smart Flour website has seen a 500% increase in customer and business inquiries, a 32% increase in mobile traffic and a 169% increase in users.