A pantry brand that tastes as good as it looks.

A pantry-perfect product, hidden on a forgettable site.

Northwind's wholesale buyers loved them — restaurants, specialty grocers, gift boxes. But their DTC channel was an afterthought, despite being where their margins were strongest. The packaging looked premium; the website did not.

We were asked to rebuild the brand expression for DTC, ship a Shopify storefront that actually merchandised the catalog, and create a content engine for both DTC and wholesale buyers.

“Our jars are on the table at restaurants we couldn't get reservations at. Our website was embarrassing them.”

Brand refresh, Shopify rebuild, and a print-grade content shoot.

• →Brand refresh: kept the iconic packaging, evolved the digital expression with editorial typography and seasonal photography.
• →Shopify storefront with bundled gifting, recipe pairing, and a wholesale order portal behind authentication.
• →A four-day editorial photo + video shoot at the production kitchen — three months of usable content.
• →Email automation for first-purchase, post-purchase, and abandoned cart with copy that sounds like the founders.
• →A monthly recipe newsletter that became their highest-revenue email channel within six months.

DTC outgrew wholesale faster than anyone planned for.

DTC revenue grew 156% in the first quarter post-launch, then accelerated through the holiday gifting season. Email revenue tripled as the recipe newsletter found its rhythm. Wholesale leads from the new portal jumped 89% — turns out specialty grocers also use Google.

Six months in, Northwind hired a full-time DTC lead because the channel had grown past what the founder could run alongside production. We helped recruit her.

“We finally have a website worthy of what's in the jar.”