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Rolling Forward, Sustainably
Stonyfield is a trusted family focused brand with a rich history of organic practices. But their website was feeling outdated, and failing to connect users to the product.
A fresh web experience, rooted in a strategic evaluation of what makes Stonyfield unique. We took the family friendly elements of the old visual identity, and adapted them to fit into a more modern design system.
Stonyfield operates in a crowded market, competing against both other brands, and the consumer perception that all yogurt is created equal. Our research identified an opportunity for Stonyfield to move outside the “health halo’” and build a content strategy that connected their product, their values and their consumers.
Stonyfield’s visual identity needed to mature a little to better connect with their target audience. But at its core, the brand is still a family friendly one. We took subtle steps, like developing new icon styles, adding updated graphic elements, and evolving the color palette to help the web experience feel more modern.
Stonyfield’s brand story is a compelling one — they started making yogurt after starting an organic dairy farm. We felt it was important that the story come through not just on “About Us” or “Our History” pages, but across the whole site. We prioritized product and recipe detail pages, which serve as high traffic conversion points. By enhancing their design and increasing the brand-building opportunities on those pages, we were better able to make the brand stand out.