Reflecting The Heart of Their Brand
Our partnership with Duke’s began with a brand exploration that led to deeper insights around the true essence of the Duke’s brand – its authenticity. From the founder, Eugenia Duke, the original recipe, unique taste, classic label, and volunteer celebrity chefs; Duke’s screamed authenticity. Creative examination around the themes of authenticity, their classic recipes, novel promotions and events and ties to regional and local chefs led to a look and feel that reflected the authenticity of the Duke’s brand and its fans. Ideas included a greatly simplified site navigation, a more engaging roadmap to showcase recipes and chefs, and a revamped approach to allow customers to save and share recipes easily across social media.