Robinhood Meetinghouse
Background
Robinhood Meetinghouse is the direct-to-consumer heritage brand of Gagne Foods, a wholesale purveyor selling artisan biscuits, pies and cinnamon rolls to large retailers including Costco and Whole Foods. While the wholesale side of the business flourished, the retail brand was somewhat sidelined.
The Robinhood Meetinghouse brand has dedicated fans who obsess over their signature cream cheese biscuits and other baked goods made with clean high-quality ingredients. However, several core products were not available on the website, navigation was disorganized, and the brand look was dated.
With social media influencers organically sending increased traffic to the outdated website, the stakeholders saw a missed opportunity: the brand was in need of a design refresh and e-commerce expansion.
Team
Ashley Austin
Creative Direction, Brand & Website Design,
Squarespace Development
Somerset Gagné, VP of Sales / Content Strategy
Michael Gagné, CEO / Stakeholder
Deliverables
Website Redesign
Website Development
Logo Redesign
Tools
Figma
Adobe Creative Suite
Squarespace
Results
increase in sales
over previous year
increase in site visits
over previous year
Data obtained via Squarespace analytics
Logo Redesign
The original logomark communicated cozy warmth, but the design lacked clarity at smaller sizes and the typography felt dated. An updated, customized script has a timeless feel, while a modernized house shape retains the nod to the original restaurantthat inspired the company’s founder. Iconic wheat stalks emphasize the brand’s focus on clean, whole food ingredients, and can be used as a design element outside of the logo.
previous logo
updated logo
Site Redesign Process
I provided the client with an overview of competitor sites alongside an audit of the current site, illuminating some minor issues with user experience best practices, site navigation, and content needs. After reviewing the current navigation, a new sitemap was created to bring in more clarity to the organization.
Three visual design directions were presented to the client. The selected design was selected, refined, and applied to the entire site. I built the new site in Squarespace with a bit of custom CSS, giving the stakeholders access to make easy updates to verbiage and imagery as needed.
Outcome
A significant increase in sales and site visits validated the redesign, with a 31% increase in sales and 18% increase in site visits over the previous year. For me, as the sole designer and Squarespace developer on the project, creating a clean, fresh and visually appealing design that drove results was big win, leading to several more collaborations with this client.