The new website of Orogel is now online, thanks to the collaboration with Serviceplan and other selected technical partners. Respect for nature, passion for work, love for tradition, pursuit of excellence, and care for each product: these are the fundamental elements that guided the storytelling of the new website www.orogel.it

Milan, May 2023 - Numerous workshops and in-depth design thinking work between Orogel and Serviceplan have allowed the design and creation of the new website www.orogel.it with a mobile-first approach to optimize the user's browsing experience.

The website refresh has increased the richness of the content, creating more interaction with users and providing a clearer narrative of the brand's values and the wonders of a short, all-Italian supply chain. The website features video interviews, infographics, and in-depth content, from the story of the close relationship with farmer partners to the focus on the environment, sustainability, and activities aimed at employees and stakeholders. Dedicated sections focus on the wonders of people, fields, and products, allowing users to delve deeper into the concepts communicated through social media channels, creating a consistent storytelling across all media. Additionally, culinary inspirations, in-depth information on healthy eating, and the range of Orogel products are provided.

The architecture of the new website is divided into two vertical sections: one dedicated to the retail channel, targeting end consumers, and one for the Food Service channel, targeting professionals in the catering industry. Both sections have personalized homepages and specific content to offer users a unique and personalized browsing experience. A page dedicated to the in-depth explanation of the freezing process and its characteristics has been included, featuring interactive quizzes that guide the user to explore this world.

Throughout the website, Orogel Green is a chapter addressed to both target groups, telling the brand's commitment to providing natural, fresh products with great attention to sustainability.

"In recent years, our communication has become increasingly cross-media, and digital channels play a strategic role in conveying all the values of our brand to our customers and consumers. That's why we decided to invest in the renovation of our website," explains Luca Pagliacci, Marketing Director of Orogel. "A website that, in just a few clicks, can guide users to discover the values that guide our actions, with video interviews with our farmer partners and in-depth content about the supply chain, production, and of course, freezing."

The development of the new UX (user experience) and UI (user interface) has brought improvements from both navigation perspectives - for example, by adding filters and search boxes to quickly find products, recipes, and articles - and from a graphic layout perspective. Great attention has also been paid to SEO optimization with tailored content that is interesting for search engines and users.

The important work of content planning, brand positioning, and the creation of an updated website has laid the foundation to face the new challenges of 2023 with communication that highlights the unique characteristics of the Orogel supply chain and places the consumer at the center.

CREDITS

Creative Agency: Serviceplan Italy

CEO and Chief Creative Officer: Stefania Siani

Art Director: Giulia Usberti Fellini

Copywriter: Monica Procida

Account Supervisor: Veronica Formentini

Account Executive: Michela Di Domenico