close
close
close
The challenge
The legacy site was difficult to navigate and failed to communicate the distinct product lines for retail and professional audiences. Birch & Waite needed a robust platform that could handle recipe integration, store locators, and detailed product specifications. Specific challenges included:
- Restructuring complex product categorisation
- Unifying the retail and professional user journeys
- Implementing a highly searchable recipe database
- Ensuring mobile performance for chefs on the go
- Upgrading legacy code to a modern framework
Our approach
We developed a dual pathway user experience to separate retail products from professional foodservice offerings seamlessly. This allowed us to tailor the messaging and user interface to distinct audience segments without diluting the core brand identity.
By migrating the platform to a custom WordPress build, we gave the internal marketing team full control over product updates and content publishing. The architecture was specifically mapped to improve organic search visibility for recipe and product queries.
Key outcomes
Streamlined navigation
Enhanced recipe library
Custom WordPress CMS
Responsive architecture
Design system
The visual language reflects the premium nature of Birch & Waite products. We utilised high quality food photography and generous whitespace to create an editorial feel that highlights freshness and quality.
The interface design relies on subtle interactive elements to guide users through the product categories without overwhelming the primary content.
Colour palette
Typography
Intelo Medium
Intelo Thin
Imagery direction
Technical build
We constructed a lightweight custom WordPress theme to ensure optimal page speed and technical SEO compliance. The database architecture was structured to support schema markup for recipes and products.
- Custom post types for products and recipes
- Advanced Custom Fields integration for easy content management
- Geographic store locator API integration
- Schema markup for rich search results
- Automated image optimisation protocols
- Secure hosting and caching configuration
Website experience
The result
The rebuilt Birch and Waite website functions as a powerful digital asset that serves two distinct target markets effectively. The streamlined user experience and modern architecture represent the brand accurately while driving measurable engagement.
Organic search visibility improved due to the structured recipe content and clean code base.
Scalable Digital Solutions for Food & Beverage Manufacturers
Does your complex product range outpace your current website?
We specialise in custom WordPress and WooCommerce development for manufacturers with extensive SKU requirements. Our team understands the technical challenges of managing professional food catalogues, including the need for precise data management, automated specification sheets, and regional content variations.
From high end product showcases to fully integrated B2B eCommerce platforms, we create digital systems that maintain professional industry standards today while providing the technical foundation to scale into direct sales channels tomorrow.
