Clabber Girl is America's leading selling baking powder with over 150 years of history. They offer cooking and baking ingredients for consumer, commercial and industrial kitchens.
In launching their new site, we needed to focus attention on the different audiences that they're speaking to with content that is applicable to each. Ideally, a site visitor would use the compacted navigation on the homepage to self-select their interests, allowing us to direct them deeper into the site on the correct path.
The new site design builds on their history and heritage while the technology and content speaks directly to their innovative stylings.