Using high-pressure processing (HPP) to lock in the nutrients and flavors of farm-fresh ingredients, Once Upon a Farm pioneered the first cold-pressed, organic baby food at retail. Now available in over 13,000 stores and conveniently online, the brand continues its mission of innovating nutritious, crave-worthy snacks for children of all ages. 

Barrel has been O'Farm’s website partner since their website redesign three years ago. Their growing product catalog presented an opportunity to explore how users interact with the website. Through a comprehensive audit, we discovered that they primarily click on content by age group.

To accommodate O'Farm’s growing catalog while presenting users with products that are relevant to their needs, we reimagined the homepage and navigation to allow them to browse by age group or product, highlighting the new line of organic pantry snacks— including puffs, melts, and soft-baked bars.

The homepage emphasizes the story of O'Farm, the brand’s standards, sustainability and charitable impact, and certifications, to guide product and brand discovery. The new navigation is designed to simplify the shopping experience. This is achieved through O'Farm’s build-a-bundle and an expanded search bar that reduces the number of clicks necessary to find specific products. The new navigation design also features current offers and discount opportunities through subscription boxes and codes for an easy shopping experience.

Check out the O'Farm website.