Purpose is a great motivator.
A brand purpose is not the main reason we buy from a business, but it helps. For Beechworth Honey a brand purpose is not a vanity but a necessity. Bees around the world are disappearing in an unprecedented collapse of colonies. The Varroa Mite has not yet reached Australia but Beechworth Honey is investing in the future of our bees to secure honey but also the pollination of crops in our nation’s food bowls.
Pretty Neat has become a strategic communications and digital partner to Beechworth Honey over the past year. Charged with creating a new home for the brand online the task became weaving the story of the brand through a shop that ISN’T a shop. Over four months the project team refined a narrative template for the site and ended the story of each range with a chance to taste it.
Like bees, we like to meander.
To find the right balance between sales and brand stories on site we began by talking to the regular and most important customers. Sitting down with long-term honey lovers and casual shoppers we asked: how much product is too much? What content would make you more confident with purchase? When do you want to know more about the source of the honey? We found the common themes shared by regular and irregular honey buyers is less is more for product and the ability to first meander through brand content with the option to navigate is best.
The new website finds a neat balance between stories from the family business and sales.
The launch of the site has coincided with the brand’s first retail offering in Melbourne, a boutique brand experience with a focus on their specialty ranges.
Since launch time on the new site per user has increased, traffic from organic search is up and the bounce rate has fallen by 9%. While user stories are strong, the sales results are also on track for this quarter.