Responses by David Lai, chief executive officer and creative director, Hello Design.
Background: Sartori makes handcrafted, artisanal cheese for everyone to enjoy. It starts with quality milk from local Wisconsin farmers who take good care of their cows. Then, Sartori’s Master Cheesemakers blend flavors that balance perfectly. With four generations of ownership and hundreds of awards, Sartori makes cheeses that aren’t just for special occasions but for every day. We created the new Sartori website to reach consumers who want high-quality foods and to explore new foods.
The site introduces Sartori’s artisanal products and gives people reasons to try every one of the cheeses’ flavors. Features like the Pairing Guide show how Sartori can integrate into your life, from signatures like the Merlot BellaVitano to familiar profiles like parmesan or cheddar, made with a Sartori twist.
Design core: The site’s visual language elevates the brand and feels premium but accessible enough to encourage users to explore all of Sartori’s offerings. We shot videos and photos of Sartori products, including close-up and behind-the-scenes, to highlight each cheese’s quality. For example, the BelleVitano detail pages display each wheel’s unique character, showing that they’re individually hand-rubbed or hand-soaked, from deep hues of the Merlot flavor to rich textures of Garlic & Herb.
Our content especially shines in the Pairing Guide. For each cheese, we captured shots of drinks and foods that pair best. Seeing not just the cheese but how it looks on a decked-out charcuterie board inspires users to taste something new.
Favorite details: There is a rich story behind Sartori, a multigenerational family company with a long heritage of award-winning cheese. We knew its audience would care about the values and details behind the cheesemaking process, so we shot and directed videos and photos to attract and educate them. We traveled to the Wisconsin farms to meet the families (and cows) behind the high-quality milk Sartori uses, venturing into the historical East Main Caves where founder Paolo Sartori established the business and where the company still ages cheese today. We also interviewed the Master Cheesemakers who create Sartori’s flavors by hand.
New lessons: Sartori’s Master Cheesemakers lead the way for the brand, so we designed a section of the website to tell their story. To become a Master Cheesemaker, candidates must spend ten years as a licensed cheesemaker with five years specializing in a particular variety. By the time these cheesemakers finish the program and pass exams, they’ve spent more than 20,000 hours honing their craft. Through this rigorous process, they learn techniques of soaks and rubs and how to make new flavors and taste profiles. They are truly responsible for “the art, science and history of Sartori,” in their own words.
Navigation structure: Sartori is a flavor-led brand, and the navigation reflects that. It’s built for performance and usability but also exposes all product categories and flavors immediately. In addition, some of Sartori’s varieties, like BelleVitano, are very well known. We wanted to make sure users could find them quickly while the site gets fans familiar with everything else Sartori offers.