Digitalizing the brand of a beloved bakery company
When our journey together began, Vaasan was already involved in many digital channels, but was lacking a distinct voice and presence. Our goal was to make Vaasan’s online interactions and storytelling into a competitive advantage.
We hopped on board towards the final leg of Vaasan’s brand renewal journey. The foremost objective of the comprehensive web service renewal was to smoothly digitize the new brand and simultaneously find a way to share the company’s passion for bread through all channels. In addition, we wanted to serve Vaasan’s customers better by offering product information in a neat and simple package.
Inspiring, customer-oriented service
We renewed the Vaasan.fi service to answer to the company’s business needs and to make it both inspiring and attractive to customers. To make it happen, we started off from a content and customer-need angle. Together with the client we focused especially on the planning phase – researching, defining the concept and testing it. Additionally, we created a coherent content strategy for Vaasan to ensure that the general goals of the renewed brand and web service could be reached.
Our approach was largely determined by the tight schedule as well as the need for being customer-oriented. When researching customer behavior, we realized that in addition to product categories, a new thematic level was needed so that customers could explore Vaasan’s products from different and more familiar and fun angles.
Our content strategy defined a new digital tone of voice more fitting to Vaasan’s new playful style. We also coached Vaasan’s employees to feel more in tune with the new tone of voice so that they would be able to execute it on a daily basis.
We built the new Vaasan.fi service on WordPress and tailored it to suit the company’s own content needs and to support the new way of browsing products. We also integrated Vaasan’s own product information system to the website so that manual updates would be needed as little as possible.
A basis for future growth
Food and eating are a big business, and we helped make bread fun again. We showed that recipes can be a little wacky and unusual to keep inspiring people in their everyday lives.
Well, what did we get out of all of this? At least a big leap towards content-centered work and a solid ground for future growth. Vaasan’s brand is now more findable and active while making customer’s lives easier.