The Bakery at Sullivan University

Bakery, eCommerce, Restaurant Sites

Status:
Online
Client:
PopMenu
Established:
2024
URL:
thebakeryatsullivan.com
Location:
KY, USA
Project Scope:
Website Redesign, UX Strategy, Brand Storytelling, Local SEO

Project Overview

A Fresh Rise for Sullivan's Culinary Hub

The Bakery at Sullivan University is more than a quick-service stop; it is a vibrant learning lab where the next generation of pastry chefs hone their craft. However, the existing digital presence felt stale and cluttered, failing to communicate the unique "student-powered, chef-driven" magic happening inside. The brand suffered from an identity crisis, struggling to balance its role as a commercial bakery with its educational mission.

The mission was to create a digital storefront as fresh as their sourdough. We needed to architect an airy, photo-forward platform that drove online sales and VIP sign-ups while simultaneously celebrating the academic rigor and community connection that defines the Sullivan experience.

Challenges & Goals

The Challenges

Visual Clutter: The previous site felt dated and heavy, lacking the "airy" aesthetic required to showcase artisan pastries effectively.

Disconnected Narrative: The dual identity of the business—commercial bakery vs. educational lab—was muddled, missing opportunities to highlight student success stories.

Conversion Friction: Essential Calls-to-Action (CTAs) for online ordering and newsletter sign-ups were buried, limiting digital revenue growth.

The Goals

Brand Elevation: Develop a light, modern palette using Sage (#7B8070) and Neutral Beiges to evoke a fresh, artisanal atmosphere.

Educational Spotlight: Weave student and instructor spotlights into the core content strategy to foster deeper community engagement.

User Flow: Streamline the navigation into six core pages with action-oriented buttons like "Sign Up & Stay Sweet" to boost engagement.

Strategy & Approach

Phase 1: "Fresh Baked" Visuals

We moved away from dark/heavy templates to a Light Neutral (#E2D3BF) palette punctuated by Sage accents and abundant white space. We selected Playfair Display for headlines to echo the logo’s elegance, paired with Karla for modern readability, creating a look that is both professional and playful.

Phase 2: Photo-First Storytelling

To bridge the gap between "school" and "shop," we implemented a photo-first layout. Full-width hero banners display fresh breads, while specific galleries highlight in-class baking moments. This visual strategy validates the quality of the product by showing the hands that made it.

Phase 3: Technical Optimization

We customized the Popmenu template with Responsive CSS overrides. Specifically, we wrote media queries to hide decorative background images on mobile devices, ensuring lightning-fast load times for students and locals ordering on the go. We also integrated LocalBusiness schema to drive campus foot traffic.

Solutions Delivered

Area	Highlight
Visual Design	Implemented a custom "Sage & Sourdough" theme using #E2D3BF and #7B8070 to reflect the organic, artisan nature of the bakery.
Mobile Performance	Coded custom CSS media queries to suppress heavy background assets on mobile, significantly improving site speed.
Content Strategy	Crafted SEO-optimized copy emphasizing "chef-driven pastries" and the educational mission to rank for Louisville culinary terms.
Navigation UX	Streamlined the sitemap to six core pages, prioritizing the "Online Ordering" and "VIP Sign-Up" pathways.
SEO Foundation	Integrated extensive alt-text and Schema markup to ensure the bakery ranks locally for "artisan bread" and "pastry shop."