Building credibility with key constituencies
Corporate website strategy, UX & visual direction, tone of voice development, experience design
The Opportunity
How do you serve up a new kind of food company comprised of one-of-a-kind brands in a way that is relevant to investors, consumers and new hires? Growing rapidly, Sovos Brands needed a redesigned and more robust website to help inspire and establish credibility with key constituencies that were critical to its growth.
The Strategy
Build a “new flavor” of corporate website that broke the mold of typical food industry sites — emphasizing authentic human experience over generic corporate formality. The goal was to create a site that felt as purposeful and distinctive as the brands Sovos was building.
The Work
Human-Centered Visual Identity — Replaced stock photography and templated layouts with warm, engaging visuals and purposeful image direction that communicated the ethos of Sovos’ portfolio brands and the people behind them.
Distinctive Tone of Voice — Developed a unique voice for the site that felt neither robotic nor generic, giving Sovos an identity that was confident, relatable, and memorable.
Responsive, Flexible Design — Built a flexible content management framework optimized for responsiveness, search, and future expansion so the site could grow with the business.
Strategic Content Architecture — Structured content to speak meaningfully to investors, customers, and talent — making key messages clear, compelling, and easily navigable.
The Results
Because Sovos’ corporate site was not consumer-facing, success was measured qualitatively rather than by traditional traffic metrics. Leadership, customers, partners, and internal stakeholders all responded with resoundingly positive feedback — signaling that the new experience earned credibility, conveyed strategic momentum, and better represented the company’s identity and potential.
