And historically, each brand had its own website and the brand identities were not optimized to work together. Each site had been designed at varying times using different technologies. Ukrop’s marketing team wanted to place the sites under one umbrella and present the product brands in a unified manner so retailers and consumers could more readily connect with the parent brand.
We worked with Ukrop’s team to define and clarify the relationship between the parent brand and the product brands. This was followed by the development of a new information architecture – one that makes it easy for website users to find the products and services they need, discover other Ukrop’s brands, and learn about the Ukrop’s story.