Northbrook Provisions Co.
A multi-brand New England food company with seven product lines under one roof, each given the room it deserves.
- Industry
- Brand Portfolio / CPG
- Location
- Burlington, VT
- Services
- Brand House Site · Product Catalog · Wholesale Funnel · Editorial Blog
Northbrook runs seven distinct product brands under one parent company. Their old site treated them as a flat menu, cramming every brand into a single page with identical styling. Wholesale buyers couldn't find the brand they were looking for, and consumers couldn't tell the brands apart. The site confused both audiences.
We built a brand-house architecture that gives each product line its own visual identity, color palette, and narrative section while reinforcing the parent company's credibility as the unifying thread. A clean wholesale inquiry path sits on top. Buyers land on the brand they care about and convert from there, not from a generic contact page.
Brand-House Architecture
Seven product brands, each with its own visual identity and narrative section, unified under the Northbrook parent. The structure scales. Adding brand eight is a content update, not a redesign.
Dual-Audience Routing
Two distinct paths (wholesale and consumer) routed through intelligent form logic. Wholesale inquiries include volume, distribution, and terms fields. Consumer inquiries route to retail partners.
Product Catalog with Filtering
A filterable product catalog organized by brand, category, and dietary tag. Each product page includes sourcing story, ingredients, and retailer availability.
Heritage Editorial Content
A story-driven about section and blog that leans into the family history, Vermont sourcing, and craft process. Content that builds wholesale confidence and consumer loyalty at the same time.
The product catalog with filtering by brand, category, and dietary tag. Each product shows sourcing story, ingredients, and retail availability.
A heritage-driven about page that leans into the family story while setting up the wholesale conversation.
Two distinct contact paths (wholesale and consumer) routed through the same form with different downstream handling.
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