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How we successfully redesigned the website after the Krakuski Rebranding

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Krakuski is a brand recognised by almost every sweets enthusiast in Poland. Cookies have been on the tables of generations, with the distinctive logo and traditional recipes becoming its hallmark.

 

Recently, the brand underwent a comprehensive rebranding-refreshing its visual identity, introducing new packaging, and redefining the values Krakuski wants to communicate to its audience. However, the previous website did not reflect the spirit of these changes and failed to support the brand’s new narrative.

 

Bahlsen, the owner of Krakuski, entrusted us with the task of creating a new website that would be consistent with the refreshed brand identity. Our goal was to design a platform that would not only attract attention with its modern design but, above all, emphasise the key message of the rebranding: “Krakuski. Where family is.” This idea became the foundation for the entire concept of the new website.

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Main Project Assumptions and Project Kickoff

The project implementation was closely tied to the rebranding campaign schedule, making efficient time and priority management crucial from the very beginning. We knew that the most important element would be preparing a graphic design that would fully reflect the new identity of the Krakuski brand.

The first stage of our work involved a detailed analysis of the brand book and all visual materials developed by the brand-including new packaging designs and visual communication assets. Based on these guidelines, we started by creating functional wireframes, which became the foundation for further graphic design work. From the outset, we understood that the key challenge would be to effectively translate the new visual identity into the website language, ensuring that the site’s design would fully reflect the brand’s image transformation.

  • 87/100

    Page speed score according to Google (mobile version)

  • 98/100

    Page speed score according to Google (desktop version)

  • 16

    Number of products presented on the website

What Was Key During the Project?

  • Proven Solutions in the FMCG Sector

    Designing a website for an FMCG brand required taking into account the specific needs of this industry. It was crucial to ensure intuitive navigation and easy access to product information, such as ingredients or nutritional values-standards expected by consumers in this category. When creating UX/UI wireframes, we focused on making the site easy to navigate.

  • Consistency with Visual Identity and Branding

    Maintaining consistency in visual communication is fundamental to effective branding in FMCG. The website had to be an integral part of the brand’s new strategy and reinforce its refreshed image. We placed particular emphasis on the graphic design stage, ensuring compliance with the brand book and new communication materials.

  • Clear Product Presentation

    Krakuski offers a broad portfolio of products and sub-brands. We divided them into categories, allowing users to conveniently filter their favorite flavors.

  • Use of Video and Animation

    The visual appeal of the site was enhanced by parallax effects, subtle animations, and video materials, including a TV commercial familiar to many customers. These elements increase user engagement and strengthen brand recognition.

  • WCAG-Compliant Accessibility

    The website was designed in accordance with WCAG guidelines, ensuring accessibility for people with disabilities.

  • Analytics Integration

    Implementing the Matomo platform enabled advanced traffic analysis and a better understanding of user behavior, which is crucial for further development and marketing activities.

  • Intuitive CMS Panel (WordPress)

    The ability to edit the site via the WordPress panel was a significant improvement. The previous version did not allow content updates without programming knowledge, which was problematic when introducing new products or making other changes. The new version enables quick and easy updates through the CMS panel.

The Results of Our Collaboration with Bahlsen

The new website project for the Krakuski brand was a direct response to dynamic changes in brand image.

Thanks to close cooperation with the client and consistent implementation of the rebranding objectives, we created a platform that not only impresses with its modern design, but above all is functional and user-friendly. Thoughtful information architecture, clear product presentation, and the introduction of modern technological solutions have made the website an important communication tool for the brand and a natural extension of all the changes introduced as part of the rebranding.

 

We ensured consistency with the visual identity, high accessibility, and easy content management for the client’s team. The end result is not only an aesthetically pleasing and functional website, but also a platform that supports the brand’s business goals and strengthens its position in the minds of consumers.

Scope of work

  • Web Design
  • Website Coding
  • WCAG Compliance Adjustments
  • Content Migration
  • Animations and Visual Effects
  • Post-Launch Technical Support

Check the project before and after the work

To capture the spirit of the brand, we prepared a dedicated graphic design for each type of subpage