For the Weston Bakeries Moelleux Bread microsite to succeed, it was a matter of finding the right packaging.
Headspace Marketing hired us in 2008 to develop a four-page microsite promoting Weston Bakeries’ Moelleux-style bread. Originally, Headspace proposed we leverage an article published in the nutrition column of La Presse, positioning the 350-word text as the lead-in to the site. Admittedly, we had reservations. The content was enormously valuable – no question – but, as the entry to the site, it was overwhelming and lacking in dynamism. Not to diminish the article’s importance, we proposed an alternate delivery, ‘wrapping’ the text in a thematic shell. This heightened graphic presentation lessens the overall weight of a text-based homepage and gives way to a more inviting site entry.
Following through with our design concept, we were able to extend our small vocabulary of graphic motifs to the site’s interior and enrich the presentation of the remaining text pages. The end-result is a text-centric microsite with enough personality to compete in a saturated marketplace.
