Digital Rebrand
Challenge:
Rebrands should be more than just a fresh coat of paint.
As Avocados From Mexico prepared to refresh their brand, we leveraged the creative opportunity to also overhaul the brand’s UX online. We audited over 2,000 pages of rich web content and uncovered a huge opportunity to better deliver our avocado goodness to our audience.
“At Avocados From Mexico we take pride in defying the traditional conventions of the industry and reinventing the rules of produce marketing. That requires relentless innovation efforts to push boundaries and conquer new spaces. To carry out that mission we need partners that are as passionate, creative and disruptive as we are, and 270B is as good as they come.”
– Ivonne Kinser
Vice President, Marketing & Innovation, Avocados From Mexico
Role: Creative Director
Agency: 270B
Project Type: Experience Design / UX / UI
Results
Avocados From Mexico’s site visitors are staying longer, exploring more, and engaging deeper with brand messaging.
10X
100X
6X
12
More pages per visit from Nutrition hub
More pages per visit from Brand hub
Time on site
New hub pages
Design Process:
First, we reorganized the site’s navigation to improve access across its treasure trove of avocado goodness.
Key Updates Included
We implemented a FAB (floating action button) menu for key primary action components. We needed to consolidate multiple CTAs that were important for the user journey, but need not distract from the content on pages. This is a fixed bottom menu that is present at every interaction of their digital experience.
Then, we developed a modular content framework for efficient creation of future content. We introduced a new page type – the “hub” page. These hub pages provide a centralized place to explore a variety of content and experiences for AFM’s core brand pillars.
Finally, we established new guidelines for how the refreshed brand comes to life across the web, capturing the brand’s vibrant, unmistakable identity from the top domain down.
270B Agency Case Study Video