SOUTH POND FARMS

DESIGNING AUTHENTIC CULINARY EXPERIENCES THAT
CONNECT PEOPLE TO THE LAND

When South Pond Farm owner Danielle French contacted us she was looking to solve two business pains.

1. UNCLEAR NAVIGATION

Danielle was constantly getting calls and emails from people who couldn’t find what they were looking for on her website.

2. GROWING PAINS

The amazing roster of South Pond Farms workshops were being overshadowed by the venue rental service.

South Pond Farms offer unique weddings, farm dinners, group workshops, corporate & special events. Their refurbished barn, fields and pond provide an unforgettable backdrop for their clients special days.

DISCOVERING IDEAS

Our team started with a consultation to determine how the current site was losing revenue for the business. We determined the information architecture was the main culprit, and got to work improving the flow of information. We also changed the top level navigation to show all of the services at a glance in order to build awareness of the South Pond Farms workshops, which were completely in the shadows of the venue rental service.

Along with the update to the website’s architecture and user flow Danielle was open to updating the look and voice of the entire brand if we felt it could benefit the business. Our designers recommended some minor changes to make the look more delicate and give it some vintage charm in order to be more authentic to the farm experience. They also brightened the colors to give it modern currency.

Our team had worked with Danielle in the past, and understood her connection and true passion for what was happening on the farm. To further strengthen the South Pond Farm brand, we suggested Danielle, who has a smart and personable Martha Stewart vibe, must become an integral part of the brand persona.The clearest way to do this was to merge her personal blog about recipes and life on the farm with the website.

WE PRESENTED THIS VISION TO DANIELLE

Who gave an enthusiastic yes to proceed with the website build and this new outlook for the brand’s online presence.

TURNING PASSION INTO PRODUCTS

Danielle is also a maker; crafting spices, soaps, preserves and other homemade goods. So it’s no surprise she soon wanted to take this passion to the next phase and create a full roster of South Pond products.

BUILDING THE ONLINE STORE

Once the site launched, Danielle asked us to help her launch an e store for South Pond Farm food products, starting with a salt and spice line including a variety of twelve spices, seasoning and cocktail rimmers.

This line required jaw dropping labels as a mouth watering online presence.

Our design stayed true to the farmhouse inspired South Pond Farm brand, but we suggested introducing a Farm Fresh naming convention and mark, with colour categorization and vintage illustrations to differentiate salts from spices, and spices from cocktail rimmers.

Thrilled with the final product, we provided art direction and orchestrated a photo shoot, capturing close ups of the products as well as lovely shots of the various salts and seasonings in use and in the farm setting. This set of images was exactly what we needed to make the South Pond Farm online store shine.
Our final step was to add a store to the South Pond website. We went with Squarespace s e commerce toolkit because it is a fast, low cost solution that Danielle can easily manage herself.

HOW WE HELPED

  • BRANDING
  • E-COMMERCE
  • PACKAGE DESIGN
  • WEB DEVELOPMENT
  • INTEGRATIONS

OPPORTUNITY KNOCKS

A short time after launch, South Pond Farm was discovered by a TV network looking for a maker business to feature in its new reality show. “I believe the producers took a look at our website, liked what they saw, and phoned us to discuss the show they were looking to launch,” recounts Danielle.

  • "Overall, the site has definitely helped to grow the business. It showcases what we do and it’s a great representation of our services. The whole site is easier to use than our old one, and I receive a lot of very positive comments from customers about it. A major bonus is people can buy workshop and event tickets online, so it is a lot easier for them and for us. In fact, we’ve been very surprised at the amount of online sales.”

    Danielle
    Danielle SPFarms

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