Encona

Adding a kick to Grace Food’s online presence

Creating user-friendly websites for the UK's largest supplier of Caribbean food and drink

  • Digital

A well-defined, easy-to-use online presence is a crucial component of a brand’s toolkit in today’s digital landscape.

When Grace Foods started working with us, they were completing a brand refresh for two of their core brands, Encona and Nurishment, in a bid to address some key brand challenges: 

  • Encona (the UK’s Number 1 best selling range of hot and spicy sauces) was losing out to a household-name competitor and needed to raise awareness and understanding of the Encona brand.
  • Nurishment was experiencing several challenges around brand awareness. It needed to strengthen its position in the market and expand its audience beyond a core Caribbean subset of loyal buyers.

They had all the key ingredients to elevate the two brands. Our challenge was to take the refreshed brand strategy and create a place consumers could go to learn about the brands and product offerings beyond a fleeting moment at the supermarket. 

A strategic digital solution 

We developed two interactive, engaging and informative product websites to increase consumer product knowledge, brand affinity and help reignite sales growth through:

  • Serving up well-signposted content so consumers can easily find what they’re looking for 
  • Encouraging users to interact with and follow each brand on social channels

Our strategy team worked in partnership with our digital design and UX team to define a content and website structure that met the key brand objectives, including building the brand names, growing sales and encouraging consumers to try new flavours.

Technical excellence for a long-term, cost-effective solution 

By aligning shared features and content requirements for each site, we created a simple CMS-managed, modularised site template that worked for both the brands, rather than creating two separate sites from scratch. 

This template-based approach ensures uniformity of site features, format and functionality and offers a cost-effective solution that can easily be repurposed for other Grace Foods brand sites.

Incorporating the new brand strategy

Our digital designers combined the new brand styles with the latest UX thinking to deliver website designs with visual stand-out in a competitive landscape. We also incorporated functionality into the product pages – a hero product image follows the consumers down the page as they scroll, providing a constant visual reminder. 

Both brands have a distinctive tone of voice, and our copy team carefully weaved this into the functional website copy to help bring the brands to life while delivering key information. 

Building a custom CMS for seamless content management 

One of the requirements for the web build was to create an easy-to-use attractive site that would enable our clients to manage their content easily.

Our web designers built a custom CMS that gave both brands the ability to manage their content effectively, whilst keeping the character of each brand separate.

Abass Arezoo – Digital Lead

Following the build phase, we held training sessions with key stakeholders to ensure they felt confident in using the website and managing the content.