Work / Web + Photo direction / Pepperidge Farm
Pepperidge Farm
Rebuilding Pepperidge Farm’s brand site around its baking heritage — art-directed product photography, a story-led homepage and category pages for breads, cookies and more.
Client
Pepperidge Farm
My role
Art Director — shoot to site
Team
w/ Creative Dir. + Copywriter @Y&R
Timeline
12 months+
Deliverables
Responsive Web design · Photography · Social · UI/UX
Tools
Photoshop · Illustrator · XD · AfterEffects
TL;DR — the 30-second version
TL;DR
01 — The problem
A beloved baking brand with a site that felt like a catalog — the craft, the ingredients and the history didn’t come through.
02 — What I did
Storyboarded and art-directed the product and lifestyle photography, then designed the homepage, Our Story and category templates around it.
03 — The result
+42%
Time on site, year over year
(01) — The challenge
Make the website taste homemade.
Margaret Rudkin started Pepperidge Farm baking bread in her own kitchen in 1937, and the brand still lives on real ingredients and patient baking. The old site showed packages on white.
The brief: bring that warmth online — photography with flour, butter and hands in it, a proper home for the founder’s story, and category pages that make dozens of breads, cookies and snacks easy to browse.
“If it doesn’t look like it just came out of the oven, reshoot it.”
— Shoot-day mantra
(02) — Process
How it came together
01
Storyboard
Shot lists and frames for product, ingredient and hands-at-work lifestyle imagery.
02
Shoot
On-set direction for styling, light and crumb — the details that make food look real.
03
Library
Retouching and a reusable image library sized for web, social and retail.
04
Design
The “We are bakers” homepage, an Our Story timeline and category templates.
05
Roll-out
Templates rolled across breads, cookies, Goldfish and seasonal lines.
Behind the scenes
Not only was I the Lead Art Director and UI Design for the complete redesign of the website I also Directed photoshoots for many of the products in their portfolio creating both static and animated assets used across all digital channels, TV, and print campaigns.
(03) — The work
Baked, shot, shipped.
(04) — Results
What changed
+42%
Time on site
+27%
Product page views
350+
Images in the library
(05) — If I did it again
What I’d do next
Turn the founder timeline into a scroll-driven story, and add recipes that pair products with real occasions.
Credits: Pepperidge Farm, VML, Y&R
Next case study
Xerox →
(05) – Contact
Say hi
Hiring a Senior Art Director or Design Lead?
I’m open to full-time and contract roles – in-house or agency. Send the brief, the team and the problem; I’ll come back with questions and ideas.
mk@workingprint.com
Based in
NYC · Remote / Hybrid