CREATIVE STRATEGIES FOR THE FOOD WORLD

OUR WORK: Magnolia-Star Baking Supply Co.

CPG Website

Magnolia-Star is a fast-growing startup set on disrupting the sleepy baking extracts category. We wrote, designed, and built a new Shopify website to better reflect the brand and express its unique value proposition.

Brand discovery session   
Our brand discovery session with the team yielded the main goal of the website: to express joy while clearly explaining the Magnolia-Star value proposition as a brand that consciously reduces mark-up on its quality baking products.

Copywriting
With these findings in mind, we created messaging to position Magnolia-Star as a different kind of baking company providing premium extracts for the modern baker. We also also wrote a new story about the origins of the company inspired by the founder’s Nashville roots (and saucy Southern grandmother), helping create an emotional connection to set the brand apart from better-known competitors.

User Experience
Knowing the brand would be growing its business and offerings, we built the website in a modular style to more easily accommodate future line expansions. We prioritized making sure the website was easy to read and navigate across devices, and added a user-friendly filter to the Recipes page to allow bakers to search by product, type of extract, and occasion.          

Web Design
Inspired by kitchens of our parents and grandparents, we created a unique retro-meets-modern look and feel with vintage wallpaper patterns alternating with bright pops of color to add freshness. Details like the label extending over the bottle and infographics illustrating the vanilla extraction process help add visual interest and bring the brand to life.        

But don’t take it from us…
“G+T was a fantastic partner on the redesign and launch of our new website. They understood our direction, look and feel, and brand personality, and enhanced our vision with their design and copy expertise. We are extremely pleased with the outcome and excited to continue to work with them as we grow our business.”

—Veronica Lehman, CEO, Magnolia-Star        

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