ROLE
Digital Art Director
SUMMARY
American butter is under attack. Between a health movement that encourages a general avoidance of butter and the rise of butter alternatives, butter needed to reintroduce themselves to an American audience via a refreshed digital identity. Objectives for this website and brand refresh included educating consumers about butter, positioning butter as best, and increasing the frequency of use of butter through engaging content (recipes, how tos, etc.)
The site design is clean, intuitive and full of interactive tools that help educate the user as to what butter is and why butter is the better choice.
WIREFRAMES
PROTOTYPES
RESULTS
First three months after launch. Primary success metrics included an organic bounce rate of 49 percent or lower and an average time on site of two minutes or more.
%
Bounce rate decrease
%
Time on site increase (2:09 minutes)
%
Pages per visit increase (805,049)
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