plumorganics.com

Plum Organics needed a new website to reflect not only their revamped packaging but also to vibrantly stand out against competitors. We architected and designed a crisp responsive site to help parents learn about Plum’s products and to establish the brand as a trusted source for information. Additionally, our small team art directed and executed a photoshoot to add life and character to the system.

The brand’s key differentiator is palate expansion—introducing new and unexpected flavors to help children to grow into adventurous, healthy eaters. While this was happening in the products, the site needed to fundamentally reflect this at all points. Working closely with our strategy team, we found opportunities to integrate this concept throughout the user experience. From featuring flavor profiles throughout the site, to building rich patchwork imagery reinforcing this idea, to incorporating Plum’s “flavor wheels” on product detail pages, to explaining and enumerating the concept at key points—we ensured that this message was clear and understandable even for potentially sleep-deprived parents.

We also improved functionality at a fundamental level with clarified structure and new features such as a product locator. We also forged a cutting-edge tone—talking to parents in a clear and relatable way with abundant personality.

The brand itself also needed to be extended and enriched along with the site. Beyond the typography, color, and iconography, we also photographed 20+ children and parents, including some extra special little Madwell team members. This not only helped the site shine, but we also worked with the client to build a photography library for the Plum team to use across Social, Paid Media, and physical experiences.

A very special project, indeed!

Agency:
Madwell

Collaborators:
Chris Sojka, Co-founder + Photographer
Diana Bosniack, GCD, Copy
Eric Holton, Senior Designer
Christian Ewing, Strategy Director
Regina Strong, Senior Copywriter
Javier Ortiz, Senior Copywriter
Greg Rich, Developer
Jinook Jung, Developer