Fromagination is the premier cheese shop located in Madison, WI. Working with the owner, we decided on an updated look for their website that would stand in the background and let the cheese do the talking. Using an understated minimal design the new site enhances the senses and allows the user to experience the website in a completely new way.

The online-shop experience was completely redesigned. Having fewer steps to dig through allowed the user to find items they wanted and check out quicker. Each item in the shop is also cross referenced with similar items based on their qualities and even at check out there are last minute suggestions to increase impulse purchases.

Launching the new website allowed for several new users to shop for cheese in a new way. The new site design lead to an increase in online sales over the previous year. The site continues to be a platform for users to experience fine cheese online.