A tasty website for a food pioneer
The Abergavenny Fine Food Co. is a name synonymous with pushing boundaries in food manufacturing. From its state-of-the-art facility in the South Wales valleys, the company makes award-winning food solutions for the likes of M&S, Waitrose, Tesco and Morrisons.
We were tasked to design, build and create content for a new company website, to showcase the expertise of the company and reflect its position as market-leader in a highly competitive field.
Sector
Food
Manufacturing
Brand strategy
Brand positioning
Website design & management
Brand narrative
Copywriting
Photography & art direction
Services
We started with market analysis, defining the brand proposition of the business and its unique values. In doing this, we built a clear picture of the company’s brand positioning and the narrative for the website. We re-told the brand story from its humble beginnings, building on its unique heritage and the family values at its core.
Next we developed the content architecture for the website, considering the different user groups and planning the interface to create a simple and intuitive user journey. We consulted with various internal and external stakeholders to pull together the information and ensure all user needs were considered.
Passionate, ambitious and friendly
We designed the site based on an evolution of the company brand identity, creating a clean, fresh and confident visual style to match the brand strategy, and setting the tone for future communications. We also created a tone of voice for the brand that expressed the company’s passionate, ambitious and friendly personality.
Delicious design and mouth-watering photography
A key aspect of the website brief was the development of a photographic style for the brand, including the company’s vast product range. We led the development of the photographic style, providing art direction throughout a series of photoshoots to capture the entire range.
The build of the site was done in collaboration with our friends at Creo, who built the back-end functionality and brought our designs to life in record time to meet the pre-Christmas deadline.
