VIDEO
A leading website for a global Mānuka honey brand
In the golden world of honey, Haddrell’s of Cambridge is esteemed for their dedication to excellence. What started as a family business in 1993 is now an award-winning global brand, exporting its certified UMF™ Mānuka honey to more than 20 countries around the world.
N4 was enlisted to evolve Haddrell’s online presence for global success. The company's previous website had fallen short in capturing their depth of product mastery, brand essence, and business offerings. A transformation was imperative for international growth, but it had to be deeply attuned to Haddrell’s discerning customer base, ensuring a distinctive presence in the fiercely competitive Mānuka honey marketplace.
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Navigating competitive international markets
Haddrell’s faced the dichotomy of having a strong global standing but an underperforming online presence. Despite the team’s mastery of their craft, it had been challenging for the business to demonstrate the authenticity of their products while also gaining awareness in the saturated market. Product education was needed, as was enhanced website engagement.
To overcome these challenges, Haddrell’s new website required artful storytelling, strategic SEO implementation, and a brand-rich digital experience. These components ultimately served as the bedrock of our approach, accompanied by an overarching goal to foster meaningful connections with Haddrell’s consumers.
Precision and pedigree: building a digital showcase for Haddrell's legacy
The transformation of Haddrell’s online presence started with a focus on the company’s precision and pedigree. From our learnings, we sought to capture the history and craftsmanship behind each jar of Mānuka honey. Every element of the website was brushed with this consideration, contributing toward a web design that aptly reflects Haddrell’s dedication to excellence.
As a Webflow partner, we also emphasised our adherence to web accessibility standards, designing for optimal performance and a seamless user experience. We wanted the website to be easy to find and effortless to explore, drawing visitors into Haddrell’s beautiful world.
An education in the beauty of Mānuka
The health benefits of Mānuka honey are vast, becoming all the greater as the UMF grade increases. To demonstrate the quality of Haddrell’s products, we focused on sharing the history of Mānuka and the science behind the honey. It was important for website visitors not only to feel drawn to the products but to also understand them, instilling their confidence in the brand.
Rich storytelling, fluid animations
The entire digital experience is underscored by the alchemy of apiculture, inviting visitors into the enchanting world of honey. Telling the story of Haddrell’s pedigree was essential in achieving this result while differentiating the brand from others. Meanwhile, dynamic website animations helped to bring the beautiful world to life, such as signature curving image containers — bending smoothly with each scroll.
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