Client Overview
The Smokey Carter is an artisan BBQ brand based in Cheshire, UK, creating award-winning world-inspired BBQ rubs, sauces, seasonings, chilli jams and gift sets. With a strong focus on bold flavours and small-batch quality, they bring international influences to home cooks and BBQ lovers across the UK and beyond.
Industry
- Food
Services
- WordPress /
- UI/UX Design /
- Branding
Tools Used
The Challenge
The Smokey Carter’s existing online presence struggled in several key ways:
- Under-performing e-commerce conversion due to unclear product storytelling and shopping path
- Generic homepage experience that didn’t reflect the brand’s personality or premium artisanal quality
- Customer journey gaps - users were unsure what to explore next after landing on the homepage
- Limited visual representation of award winners and product benefits
Our Approach
To address these obstacles, we designed a strategic UX and visual experience that:
- Elevated brand positioning - showcased the story behind the products and their award credentials
- Clarified product categories - making it easy to browse rubs, sauces and gifts
- Optimised shopping paths - clear calls-to-action like Shop Now, Featured Products and Gift Sets
- Enhanced storytelling on the homepage with international inspiration, flavour detail and lifestyle cues
The Solution
The final delivered website looks and performs like a premium BBQ brand destination.
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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