We looked at what was true to Bahlsen’s core audience, “people with taste”. In doing this, we recognised a common interest in cultural pursuits and a desire to savour and reflect on the finer things. We also recognised the opportunity to draw from Bahlsen’s rich history in art and design and set out to create a gallery like showcase of all things Bahlsen.

With this in mind, we chose to ground our strategy in two key areas: One looking behind the biscuits themselves, offering us a chance to focus on the products, processes, and the people. The second focused beyond the biscuits, a chance to reflect on Bahlsen’s ethos, the people that push them forward and the values that maintain a focus on craftmanship and beauty.

We aimed to avoid the category tropes of many FMCG brands, instead offering an authentic window into the Bahlsen brand. We chose not to “sell” the biscuits, but rather to tell stories to bring the feeling of indulgence in beauty to life.

We focused on creating a site that would increase engagement with the brand and encourage visitors to discover more of the Bahlsen product range. To portray Bahlsen as patrons of art, design and craftmanship involved a total revolution in attitude for the brand – to act like a design house.

The role of the website centred around showcasing craftmanship and care, a site that would feel like a gallery, allowing us to create an experience that encourages you to pause and saviour the details. We chose not to sell biscuits, instead selling the feeling of indulgence and beauty.

We applied the same principles to our copy as Bahlsen do to making biscuits – a refined use of language, carefully crafted to bring to life the finer details of each biscuit, so customers could truly appreciate the artistry, care and attention that goes into every last crumb.