Mrs. Pumpkin’s Overhaul
Design • Photography direction
Improving and expanding a local favorite’s face in the world with a pivot to increase catering and takeout.
Role
Designer
Website, interactive PDF, and packaging design, mood boards, event photography, art direction of studio photography.
Credits
Where
Sales Factory
Team
ACD, Art • Sara Strassell
Copy • Jenna Layman
Photography • Kyle Duncan
Mrs. Pumpkin’s is a Winston-Salem bakery and kitchen that serves traditional Moravian recipes, sells a line of frozen pies in regional grocery stores, and runs a successful school fundraising program. The business had recently changed hands and has ambitions to be more than a mom and pop bakery.
Our team created a new, substantially more informative website that was part of a larger effort to bring order to the brand’s visual identity. My ACD created the initial site aesthetic by designing the first couple pages. Using wireframes from the digital team, I took over designing the remaining 19 pages along with new print and interactive PDF menus.
Photography
The previous iteration of the site had very little food photography and after a little bit of art direction for a remote shoot, we got some bright new tasty images to help people shop with their eyes.
Packaging
We also helped them cast aside their old clear clamshells for new packaging as they expanded beyond local boutique grocers and broke into the freezer aisle at regional chains in the Carolinas, Georgia, and Virginia.
While they were starting with only two pie varieties, I set up a packaging system with the freezer shelf in mind, using a different color per variety for easy choosing. The printmaker in me loves layering translucent inks, so it was a treat to do a kraft box with spot color for these.
