About the Project
SUMM! has been making small-batch, Asian-inspired packaged food products for two generations, out of their authentic Chinese kitchen in Vancouver.
objectives
- Improve site architecture and navigation to enable easier browsing and a more frictionless experience
- Improve product catalogue usability and SEO through content relationships and lateral navigation
- Build on SEO foundations to increase search engine traffic and drive future growth
- Implement a fully responsive solution backed by WordPress CMS
Pages Per Session
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Year-Over-Year
Referral Traffic
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Year-Over-Year
Phase 1
Prototyping
SUMM! makes popular Asian-inspired appetizers that are loved across North America. They were relaunching their brand with all-new packaging, and needed a fresh website to show off their tasty offering – and let customers learn more about their heart-warming values.
The focus of this website redesign was to create a visually enticing product catalogue, and to deepen their storytelling content. SUMM! cares a lot about the food they produce, right down to the ingredients, and that passion needed to ring through on every page.
Phase 2
Style
The new SUMM! branding was so much fun to work with for this web design. We helped their team coordinate all-new product photos to fill the site. The unique red pattern in the design is actually art created from traditional Chinese paper cutting, rich in meaning and created by a family member of their team. All of this is offset with ample space, neat typography, and green accents that represent their fresh local ingredients.
Phase 3
Bringing It Together
The word SUMM! means ‘heart’ in Cantonese, and the new SUMM! website radiates the love they put into their food! We implemented unique product category colour schemes to help with the browsing experience, and built a powerful ‘where to buy’ page to help visitors find SUMM! products at a store near them. Pulling their attractive Instagram feed into the site completes the full experience of their brand.
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