Lawry's / Barrel — CPG Commerce Agency

Modernizing a Beloved Pantry Staple While Honoring Its Iconic Legacy

Lawry’s is a classic American brand known for its signature blend of savory spices that elevate everyday cooking with bold, flavorful seasoning. We partnered with McCormick and Lawry’s to reimagine their Shopify experience, enhancing product discovery and conversion while reinforcing their distinctive identity and honoring their legacy.

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Our Partners

Apps & integrations on this project.

Opportunity

As Lawry’s evolved within the broader McCormick digital ecosystem, the brand needed a website that could celebrate its heritage while supporting modern product discovery and recipe inspiration. The platform needed to highlight seasoning blends, cooking content, and the many ways consumers use Lawry’s in everyday meals.

Barrel transformed Lawry's digital experience into a conversion-focused destination that highlights the brand’s iconic flavor heritage, makes it easy to explore the product lineup, and inspires everyday meals with bold, craveable seasoning.

The new website blends rich storytelling, recipe inspiration, and how-to videos to highlight Lawry’s heritage and create a seamless experience that drives brand connection and conversion.

A robust recipe integration makes it easy to explore Lawry’s diverse products and inspires customers with ideas for delicious meals to cook.

User-generated videos let loyal Lawry’s fans share their passion for the products while helping new customers feel confident in their purchase.

To ensure the new designs resonated with Lawry’s loyal community, we leveraged Helio to A/B test concepts and gather real-time user feedback before implementing the design system.

To unify McCormick’s family of brands under one digital hub, we built a single Shopify ecosystem with distinct storefronts and a shared cart for seamless cross-brand shopping. Learn More About The Project

Impact

The updated experience helps Lawry’s translate its iconic pantry staples into a modern digital destination. By combining recipe inspiration, product storytelling, and seamless navigation within the McCormick ecosystem, the site strengthens brand engagement while supporting discovery across retail and ecommerce channels.