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.
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.
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.
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.
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.