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.