Field Roast Grain Meat

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Website Development + Graphic Design

Before plant-based meat became a hot trend with celebrity backers, Seattle 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 products 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.

Laptop on a wooden table displaying Field Roast's About Field Roast page

Catchfire’s 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

Catchfire 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

Catchfire worked diligently to transform Field Roast brand elements and imagery into digestible and mobile-friendly content.