In this digital age, businesses need to make it easy for customers to find you, trust you, and buy from you. Without a convincing website, you’re leaving money on the table.
Harmony came to us with a fantastic range of high-quality, sustainably farmed meat products. As our talented creative teams were working through their brand refresh to better connect with their target demographic, our content and development teams were taking a look at their website.
Meat That Matters
Especially within the world of butchery and meat products, Harmony’s story is incredible:
- An unrivaled commitment to care and quality of their products;
- Every cut of meat has complete traceability to the farm it came from;
- Harmony farmers are hand-picked for their commitment to animal welfare, and restorative environmental practices.
Unfortunately, the Harmony branding wasn’t sharing those stories.
Our first step when tackling any project is to sit down and listen. What’s important to you? What works about your current website and what would you like to change? During this deep-dive, our teams conducted competitor research to see what else was being done in the marketplace.
Their existing website hinted at some of their core values and points of difference but the overall structure and top-level messaging needed to better represent the new brand strategy and visual identity. Our content team developed a fresh information architecture and content strategy to guide the new website’s development and ensure that future content was aligned with the rebrand.
Creating New Web Content
Developing a new website information architecture is a collaborative process involving questions like:
- What pages were working on the old site?
- Based on analytics, where were people bouncing out?
- Are there any obstacles on the customer journey?
- What stories aren’t being told? What new pages do we need to create?
Our copywriters asked the Harmony team a lot of questions, listened intently to their answers, so we could provide strategic guidance for Harmony to accurately tell their story in their own tone of voice. This included telling the brand story and introducing the values that we knew resonated so strongly with their target audience.
Rolling Out The New Design
As part of the Harmony strategic rebrand, the TZO Creative team created a new logo and look for the packaging that was rolled out across the website.
The new design depicts a landscape mirrored on the surface of a still lake, showing how Harmony’s commitment to the environment is reflected in what they do.
The palette was based on earthy tones inspired by New Zealand’s natural landscape which point to Harmony’s environmental commitments and the quality of their products, and began to extend the new brand identity across Harmony’s digital presence.
Harmony farmers are committed to the best possible welfare and environmental standards. To demonstrate this, Harmony is showing customers exactly where their meat comes from. The TZO team was excited to visit a few of these farms to capture photos and video for the website. Sharing stories about these farmers, their land and animals builds customer loyalty and proves Harmony is practicing what it preaches.
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