Telling a story of food provenance heritageJonathan Hooke2022-07-27T21:15:08+01:00
Telling a story of food provenance heritage
Mudwalls is a food company firmly rooted in the traditions and heritage of great British, seasonal produce. It’s famous for its orchard, its purple sprouting broccoli and very best-quality asparagus. The company was growing and expanding into new areas and needed a refreshed website that told the Mudwalls story to its current and future customers in as crisp, clear and tasteful way as one would expect from its fruit and vegetables.
The first opportunity was to work with the Mudwalls team to set down the company narrative – its history, its future, and the story behind its ethical, sustainable, and honest food. We then shaped this narrative into key content areas on the site supported by rich imagery and a new Mudwalls introductory video to awaken the senses.
The Mudwalls brand was already very established, however we were able to give the brand assets a digital facelift, with new fonts, imagery treatments and user-experience embellishments which brought the brand to life on screen.
The development of the core narrative for Mudwalls meant that creating a Search Engine Optimisation (SEO) content strategy was straightforward – each page was tagged with the keywords and metadata that Mudwalls wanted to compete within, through organic search.
By creating a Google Data Studio live dashboard, the Mudwalls team can monitor website performance at a glance and in detail. In the short time since launch the site has already seen thousands of sessions and page views from hundreds of users on mobile, tablet and desktop devices.
Why we love it
“It was so rewarding to get to the roots of the Mudwalls story, working with the team to uncover the company narrative and its roots in the word ‘provenance’. We were able to tell that story through its history, purpose, values, future and much more, before bringing it all together into a new website that was as fresh and appealing as its great-tasting fruit and vegetables.”