Field Roast Grain Meat
![Field Roast Grain Meats Logo](https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_logo.png)
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![Field Roast Grain Meats Logo]( https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_logo-300x0-c-default.png 300w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_logo-500x0-c-default.png 500w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_logo.png 504w
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Website Development + Graphic Design
Before plant-based meat became a hot trend backed by celebrities, Seattle based chef David Lee was weaving the European charcuterie tradition with the Asian Mien Ching tradition to create a first-ever grain-based meat. Launched in 1997 by Chef Lee and brother Richard, Field Roast Grain Meat has come a long way since those early days in Chef Lee’s kitchen. Field Roast is now sold throughout the US and Canada.
What We Did
web design
web development
visual content
The Problem
Field Roast had a loyal following and a well-established set of brand guidelines. However, with a third of its website visitors on mobile devices, Field Roast needed to update the brand’s existing website with responsive design and improved site architecture, as key product offerings, like their innovative Chao Creamery product line, were not properly integrated within the content hierarchy. The scope of the website redesign included implementing a mechanism that offered customers an intuitive way to quickly locate a retailer near them.
![]( https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-21-300x0-c-default.png 300w, https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-21-500x0-c-default.png 500w, https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-21-700x0-c-default.png 700w, https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-21.png 750w
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![32% increase in views for Chao pages graphic]( https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-20-300x0-c-default.png 300w, https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-20-500x0-c-default.png 500w, https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-20-700x0-c-default.png 700w, https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-20.png 750w
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![30% increase in direct traffic graphic]( https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-19-300x0-c-default.png 300w, https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-19-500x0-c-default.png 500w, https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-19-700x0-c-default.png 700w, https://www.catchfirecreative.com/wp-content/uploads/2018/03/CF_stats-19.png 750w
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![Laptop on a wooden table displaying Field Roast's About Field Roast page]( https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_001-300x0-c-default.jpg 300w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_001-500x0-c-default.jpg 500w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_001-700x0-c-default.jpg 700w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_001-900x0-c-default.jpg 900w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_001-1100x0-c-default.jpg 1100w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_001.jpg 1165w
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Our primary goal was to honor Field Roast’s well-established brand while modernizing the user experience with a responsive layout and ensuring key product information was at the fingertips of site visitors.
![Tablet on a wooden background displaying Field Roast's Chao product page]( https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_002-300x0-c-default.jpg 300w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_002-500x0-c-default.jpg 500w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_002-700x0-c-default.jpg 700w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_002-900x0-c-default.jpg 900w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_002-1100x0-c-default.jpg 1100w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_002.jpg 1165w
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We created a completely custom set of features that allows Field Roast to update and add new content seamlessly as administrators of the site while adhering to design guidelines on the front-end.
![Woman's hands holding a mobile phone displaying Field Roast's website]( https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_003-300x0-c-default.jpg 300w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_003-500x0-c-default.jpg 500w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_003-700x0-c-default.jpg 700w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_003-900x0-c-default.jpg 900w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_003-1100x0-c-default.jpg 1100w, https://www.catchfirecreative.com/wp-content/uploads/2017/11/fieldroast_cs_003.jpg 1165w
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We worked diligently to transform Field Roast brand elements and imagery into digestible and mobile-friendly content.