Client Overview
The Smokey Carter is an artisan BBQ brand based in Cheshire, creating award-winning world-inspired BBQ rubs, sauces, seasonings, chilli jams and gift sets since 2013. Founded by husband and wife team Howard and Samantha Carter, the brand draws on their travels across Central America, the Mediterranean and the Caribbean to bring international flavours to home cooks and BBQ enthusiasts across the UK. With 15 Great Taste Awards and features in GQ, Hello, Men's Health, and This Morning, The Smokey Carter had the credibility. They needed a website that reflected it.
Industry
- Food
Services
- WordPress /
- UI/UX Design /
- Branding
Tools Used
The Challenge
The Smokey Carter's existing online presence wasn't converting at the level the brand deserved. Key challenges included:
- A homepage that didn't reflect the brand's personality, award credentials, or the story behind the products.
- Unclear product categorisation making it hard for visitors to browse the full range of rubs, sauces, and gift sets efficiently.
- No clear customer journey after landing on the homepage, leaving visitors unsure where to go next.
- Award-winning products with no prominent visibility on the site.
Our Approach
The redesign focused on letting the brand's personality and credentials lead, with a shopping experience structured to convert browsers into buyers.
- Redesigned the homepage to showcase the brand story, international inspiration, and award-winning products front and centre.
- Clarified product categories across rubs, sauces, and gift sets, making browsing and purchasing more intuitive.
- Built clear calls to action and shopping paths throughout, reducing friction between landing and buying.
The Solution
The Smokey Carter now has a website that matches the quality and personality of the brand. The story behind the products is front and centre, the shopping experience is clear and structured, and the award credentials that took years to earn are finally visible to every visitor who lands on the site. For food and ecommerce brands with a strong story that their website isn't telling properly, this project is a strong example of what a well-considered redesign delivers.
All visuals used in these case studies are provided by our clients or their partners. All such images remain the property of their respective owners and may be subject to copyright.
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