South Chicago packingAn ancestral ingredient. Redesigned for the modern kitchen.
South Chicago Packing had a cult following and a product most home cooks had never considered. The goal: convert believers, invite skeptics.
The opportunityThe insightAnimal fats aren't a trend. They're a return. For centuries, tallow and lard were kitchen staples: premium, purposeful, irreplaceable. The opportunity wasn't to explain away the product, but to reframe it. This isn't an alternative. It's the original.
A full Shopify redesign built to educate and convert. Dark, confident, and rooted in craft, the site positions South Chicago Packing as the authority on animal fats, not just a product in the pantry.
The SolutionArt Direction
Brand Identity
Web Design
my role
The palette is dark and deliberate, near-black with olive and cream, like a butcher's apron and a well-seasoned cast iron pan. Bold, condensed type feels confident, not stuffy. Photography does the heavy lifting, flame, char, texture, real food in real kitchens
design approach
The biggest barrier wasn't price. It was familiarity. Animal Fats 101 and the Tallow FAQ pages close that gap, turning skeptical shoppers into confident ones before they ever reach checkout.
Education as Conversion
Each product page leads with the product first, earning the scroll. Trust signals like pasture raised, 100% pure, and 5th generation family owned sit just below the fold, reinforcing the premium positioning without crowding the add to cart. Recipes and social proof round it out, turning the page into a full brand moment.
Product Pages
Concepted and produced for the client at SRW.
Following the redesign, the brand's marketing campaign achieved:
5.4% CTR on traffic ads (vs 3% benchmark)
13% YoY traffic growth, 18% increase in engagement
144% increase in online sales (Shopify)
Results