Continental Mills

Krusteaz

Krusteaz_Hero

Creating digital differentiation for a critical player in the consumer packaged goods industry

The Challenge

Krusteaz came to an essential crossroads that many brands face: how do you adapt, while staying true to your roots, in light of changes in your industry landscape? Research shows that CPG customers are more interested in premium goods, customer-centric companies, sustainability, and innovation than ever. Our task was to reimagine the Krusteaz digital experience with a modern, streamlined UX while ensuring that any visual or tonal changes adhered to a brand with loyal customers and over 70 years of history.

Our Solution

We set out to create digital unification, and consistent packaging, across all touchpoints on the Krusteaz website. With key metrics to address, like engagement rates, customer satisfaction, and purchasing intent, we designed the site so that Krusteaz could quickly draw data. Other focuses included building functionality to easily sponsor marketing campaigns, integrate new E-commerce features, and information architecture to help site visitors find what they need faster. The holistic effort provided Krusteaz with digital differentiation in the increasingly crowded CPG marketspace.

Key Contributors
Nuriel Mizrahi
Nuriel Mizrahi
Anatolie Bogdan
Anatolie Bogdan
Jamie Malsam
Jamie Malsam
Jake Litwicki
Jake Litwicki
Bryan Palmer
Bryan Palmer
Steve Hulet
Steve Hulet
Ben Spencer
Ben Spencer
William Bowa
William Bowa
Amber Franz
Amber Franz
Darryl Nicholson
Darryl Nicholson
Jessie Cunningham
Jessie Cunningham
Orn Vetvitchu
Orn Vetvitchu
Dan Meyer
Dan Meyer
Section 1

A customized, responsive experience built with Drupal

Fresh designers and developers built and implemented custom Drupal features and landing pages, improved navigation, recipes pages, product pages, blog creation modules, and an improved search flow.

Our team also integrated product locator systems, analytics tracking tags, and a page builder for future content generation. Understanding that CPG customers are frequently on the go, we designed seamless mobile responsiveness.

Section 4_V2

Creating value, collaboratively

The Krusteaz stakeholders’ have extensive knowledge about the CPG industry. We have years of consultative expertise about how to win in the digital space. Collaboration defined our multi-year engagement. New solutions, divergent ideas, design deliverables, and testing regimens were developed as a unified team. This approach ensured that a high-quality experience was delivered on day one and iteratively as the project evolved.

Section 2

Planning ahead for a seamless handoff

Understanding the importance of adaption and change, we wanted to empower Krusteaz to take things over once we finished. The Krusteaz team was trained to use the custom page builder tool to continue developing without roadblocks. Krusteaz knows better than anyone how their customers engage and progress down the purchasing funnel. We gave them the equipment to continue targeting customers and serving new features throughout the site's lifecycle.

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