Bringing the future of bread baking to the world
Though Challenger Breadware had a strong presence on social media baking communities, they were lacking an e-commerce presence. We were brought on to perform a complete redesign of the existing site skeleton.
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I needed to collaborate closely with the design director, developers, and product photographer to ensure we were achieving the client’s goals while improving the visual appeal of the site.
I also wanted to bring the spirit of the well-established Challenger Breadware social media community into the user experience.
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Initially, I performed a content audit, revised and rewrote pages, edited all content, and wrote product copy and long-form passages.
• The new site includes more than 200 glossary entries and an extensive ingredients list. I edited all entries for clarification and updated type weights for navigational ease.
• I conceptualized the FAQs layout and rewrote and edited each entry.
• I also wrote the ‘About Challenger Breadware’ for the press packet and the Our Story section.After the site launch, I shifted my focus and began designing layouts and creating content for marketing emails.
I strategized content and conceptualized design, using Mailchimp to create and release an automated email funnel. The emails were designed to celebrate the community spirit of the brand, recipes, and shared knowledge. We also built a library of components in Figma for use in future emails. -
With an updated site, email marketing, and an improved social media presence, we increased sales by an astonishing 800%.
Completed in 2020, the site continues to flourish in 2026.
