Imperfect Foods: Blog Redesign

Client: Imperfect Foods delivers groceries on a mission to eliminate food waste and build a better food system for everyone.

About: A new blog—connecting customers, employees, producers, and their stories—integrated into the customer lifecycle.

When I joined Imperfect Foods, I discovered two blogs—one for company announcements and another one utilized mostly for recipes. While both blogs had great content, they weren't connected to the Imperfect domain (or each other), which created a less-than-ideal customer experience.

It became evident that Imperfect needed one unified blog that prioritized customer needs.

The new blog (on the Imperfect domain!) finally connected a once disjointed customer experience. It gives new customers a place to learn more about Imperfect Foods and its producers, join the email list, and pop into the sign up flow. Emails and organic social will now have a place to send active customers for delightful content, while they can easily get back to their accounts.

And last, but not least, the blog is now visually cohesive with the rest of Imperfect's creative.

Case study: https://sarautz.webflow.io/projects/blog