Applying a new corporate identity to a global brands website.

Operating in 95 countries, Upfield is the world's largest plant-based consumer packaged goods company, and popular brands such as Flora, Blue Band, Stork, Becel and I Can't Believe It's Not Butter!

The site needed a very specific contact functionality, to connect customer enquiries directly to their customer care team. This needed to be available in over 40 languages, connecting the global brands within the Upfield group.


UX/UI designer




Organic sessions increase 28.5%

Average session duration increase 6.78%

Decrease in bounce rate -4.62%

The new branding was completed by a print/brand agency, so the challenge was getting the new brand elements such as colours and the graphic "bite" shapes to work online in a responsive way. Working closely with a front-end developer we were able use the graphic shapes throughout the site design, and add some movement to the site with animated gifs and subtle parallax.