Plymouth is a centuries-old, family-run cheese factory in Vermont crafting heritage raw milk cheddar and an inspired array of distinctive artisanal flavors. Loved by the likes of Oprah and Martha Stewart, Plymouth’s new owners had garnered recent success. Distribution was strong. But with more and more shoppers buying groceries online, the husband and wife team sensed an opportunity to grow its direct to consumer channel. To do that, they asked UME to build a new e-commerce platform. Working from an efficient deep-dive with the owners and the existing packaging design, our team created a site that clarifies the brand story and extends and organizes the brand visuals with a new, optimized user experience. To get new customers to purchase a product they’ve never tasted before, we employed a mixture of romantic historic and recent photography, delectable descriptions and persuasive techniques. Since the launch of the new site, conversions are up and more and more people are falling in love with the little cheese factory in Vermont.