Client
Chelan Ranch
Case study · Chelan Ranch
How does a family fruit ranch sell fruit, stays and events from one website?
Chelan Ranch has grown certified organic fruit since 1991 and was adding ranch stays and an events venue. We redesigned the e-commerce site around those new lines and created a parent brand to hold them together.
Industry
Agriculture and hospitality
Location
Chelan, Washington
Services
UX and UI design, Web design, E-commerce redesign, Brand design, Iconography and illustration, Information graphics
Outcome hub
Grow revenue
The problem
New businesses, and a site built for only one of them
The ranch sold fruit online, but it was adding ranch stays, venue rentals and a self-serve fruit stand. Each needed its own path to buy or book, and the ranch needed one brand that could hold them all. Customers needed to see everything the ranch offers without getting lost.
What we did
Three decisions that shaped the new site
1. Research before redesign
We compared similar farms and growers, wrote user group profiles, reviewed the old site map and designed mobile-first navigation around four jobs: Shop, Stay, Rent the venue and Visit the fruit stand.
Key takeaway: Your menu should list what customers came to do.
2. Ask how they want to shop first
The shop opens with one choice, delivery or pick-up, then fruit club, fresh, freeze-dried and gift boxes. The fruit stand page explains the 24/7 self-serve fridge and that customers can also order online and pick up at the ranch.
Key takeaway: Let customers choose how to buy before what to buy.
3. Two brands, one family
CR became the ranch's parent mark, drawn like a traditional cattle brand in three strokes. Chelan Ranch Organics became a round seal for the fruit, with apple, blueberry and cherry icons.
Key takeaway: When you add new lines, name the parent and the product separately.
Also in this project: ranch stays and venue pages, the family history page, and color and type standards.
Inside the project
Wireframes, shop, fruit stand, how it works, family history, logo sketches, brand anatomy, colors and type, venue page, orchard aerial.
What changed
Before and after, in plain terms
Fruit, stays, venue rentals and the fruit stand each have a clear path on one site, under one parent brand, with delivery and pick-up offered up front.
[FIGURE: add online order or booking change once Chelan Ranch approves it.]
Related services
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