Giving the iconic McVitie’s brand an online home worthy of their 185 years

Transforming a heritage brand’s digital presence to improve efficiency, scalability and user engagement.

To mark the 100-year anniversary of the Chocolate Digestive, we saw an opportunity to go beyond a simple refresh — rethinking the McVitie’s site from the ground up to better serve users, streamline content management and support future scalability.

The challenge was to retain the warmth and heritage of the brand while meeting modern standards for usability, accessibility and operational efficiency.

We began by engaging stakeholders across the business to uncover insights and define priority features that aligned brand goals with user needs. A collaborative scope-setting workshop focused the project on the elements that would deliver the greatest value at launch.

With the strategy set, we shaped the site’s information architecture, designed the interface and built interactive prototypes to bring the vision to life. Copy templates were prepared early so content creation could progress in parallel with development.

To ensure long-term independence, we delivered CMS training and a tailored user guide, equipping the McVitie’s team to update, expand and optimise the site with confidence.