Recently, Marketplace Earth had the opportunity to work with Maines Paper & Food Service, Inc. to strategically brand, design and develop their new food safety website, www.keepingitkleen.com. The KeepingItKleen site is part of a larger public awareness campaign through which Maines hopes to educate the general public about basic steps that can be taken to make sure that the food we consume at home is safe to eat. While restaurants and other food services are regulated by various government organizations, it’s often the personal habits of consumers themselves that lead to contracting food borne illnesses. We were shocked to learn that 80% of the 76,000,000 annual cases of food poisoning originate at home.
Maines needed to reach their audience with this important message in a powerful and engaging way, and having a strong foundation for the KeepingItKleen brand was extremely important. We began by researching their audience (What’s their typical day like? Where do they shop? What do they use to clean their homes? What are their values?) and also took a look at trends in related industries that influence that audience. Based on these findings, we created a visual language for the KIK brand that delivers their messaging in a fun and visually engaging manner. This comes to life in the website we created for them, which offers free resources to inform the public and promote healthy habits.
One resource that’s worth taking 5 minutes to check out is the interactive Home Health Inspection Challenge. Here, users encounter various whimsical scenes (which we custom-designed and illustrated for KIK) through which they examine their own kitchens’ cleanliness. They are then scored at the end of the survey and given the opportunity to pass the Kleen along to their friends and family. This free social object is already making its way around the web and is bringing Kleen to kitchens across the country! We were thrilled to be a part of this exciting initiative from concept to completion.
At Marketplace Earth, we believe that a strong website begins with a strong brand. You’ve got an important message to share with your audience. We’d love to help you deliver that message in ways that engage your audience, inspire their loyalty and empower them to spread that message and respond. Whether you’re looking to develop a campaign portal or launch a brand new website or e-commerce site, beginning with a strategic design direction for your brand can yield an enormous ROI.
You can see more examples of Marketplace Earth’s website design services here, and we invite you to give us a call to learn more about how strategic branding can help build your business.