Project Overview
Grupo Bimbo, one of the world’s largest bakery companies, approached us with a mission to refresh their digital presence. The goal was to redesign their website with an improved information architecture and to provide a space for each of their sub-brands—such as Fargo, Artesano, Lactal, and Rapiditas—while maintaining a cohesive visual identity. Central to the concept was showcasing Grupo Bimbo’s commitment to being a part of every moment in the user’s day. We integrated a dedicated recipes section to foster deeper engagement and encourage navigation throughout the site.
The Challenge
The key challenge was balancing the diverse branding of each sub-brand with a unified design style for the parent company. Additionally, the previous website faced issues with organization, making it difficult for users to explore different brands, products, and services seamlessly. We needed to create a more intuitive structure that would highlight Grupo Bimbo’s extensive product portfolio while allowing each sub-brand to retain its unique identity.
The Process
We began by conducting thorough research on Grupo Bimbo’s brand positioning and its sub-brands, understanding the values and visual styles that define each. We worked closely with the stakeholders to map out an intuitive information architecture, ensuring easy navigation across various brand pages and products. Our design strategy focused on creating a flexible layout that could adapt elements of individual brand styles without losing the cohesiveness of the overall website. Throughout the project, user testing and feedback sessions helped us refine the website’s navigation, visuals, and user flows.
The Solution
The redesigned Grupo Bimbo website presents a unified, engaging experience while celebrating the unique qualities of each sub-brand. We created dedicated brand pages using distinct visual elements tied to each brand’s identity, ensuring brand loyalty and recognition. At the same time, we maintained a cohesive global design style to reinforce Grupo Bimbo’s overarching brand presence. The introduction of a recipe page added a layer of engagement, offering users valuable content and encouraging them to explore product-related ideas throughout their day. The final design not only modernizes Grupo Bimbo’s digital presence but also strengthens the connection between the brand and its consumers.
