Mccormick / Barrel — CPG Commerce Agency

Driving an Iconic Household Brand's Future Ecommerce Growth

Since 1898, McCormick has stood as a trusted staple in kitchens worldwide, renowned for its quality spices and culinary essentials. Barrel launched McCormick's shop on Shopify to inspire product discovery across their family of brands and build the foundation for their e-commerce growth.

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Launching McCormick Shop on Shopify

We reimagined McCormick's shop site on Shopify as our first engagement of our ongoing partnership. The website leverages storytelling and recipe inspiration to drive conversions and encourage product discovery across their portfolio of brands.

Guiding Customers to the Perfect Spices and Sauces

One of the main objectives of the redesign was to reimagine the navigation to enhance product discovery and foster brand affinity for McCormick. The new navigation also highlighted pre-curated gifts and bundles, boosting average order value (AOV) and appealing to corporate gifting needs.

Built to Scale Across Multiple Brands

We designed customizable landing pages for each of McCormick's brands, bringing their unique identities to life through tailored content. These pages showcase key products and categories, including some DTC exclusives, to encourage repeat purchases.

Engaging Customers with Community-Driven Recipe Inspiration

We combined product education with inspiration across the site, enabling customers to shop directly through lifestyle images. Using Tolstoy, we featured user generated content to showcase products in real-life settings, fostering community engagement.

Supporting McCormick's Content Needs

Barrel art directed over 300 brand assets to celebrate McCormick's unique ingredients and character of each product for the new site launch. These images are primarily used as product hover states and on the product detail pages.