the ASK
Fresh Gourmet Company specializes in producing and distributing fresh produce-related products like salad toppings, croutons, and various seasonings and dips. Upon acquiring another company, they nearly doubled their product offering across a broader range of categories and became a house of brands. They needed a streamlined, intuitive site experience to help both their B2B and B2C audiences navigate the expanded catalog without feeling overwhelmed.
the solution
In designing and developing the new site, we focused on improving navigation, simplifying user experience, streamlining products and content, and ensuring the highest standards of accessibility. We implemented ways to keep users on the site for longer periods, interacting with new brands, products, and recipes. And we ensured the brand ID across the site encompassed a modern parent brand and the sub-brands within it.
Key Updates
- Ensured the Fresh Gourmet Co. story was clear on the homepage and could be understood by foodservice professionals, retailers, and consumers alike.
- Developed a new visual identity and color palette based on the FGC brand, leveraging their iconic banner as a shape across the site.
- Structured the 100+ product offerings into cohesive categories and collections, grouping them by similar cuisines and consumer needs.
- Ingredients on recipe pages became shoppable.
- Added a “Where to Buy” feature for all brands.
- Incorporated parallax and microinteractions to create engagement and visual dynamism, modernizing the previously static experience.
- Enabled faster delivery on a tight timeline by leveraging AI-generated imagery to augment existing assets and introduce lifestyle visuals.
- Extensive usability was conducted to validate the navigation and interface design.
Before
After
