Lawry's
Website Design
UX/UI
A/B Testing
Designer @ Barrel
Lawry’s is an iconic American seasoning brand known for bold flavor and everyday cooking inspiration. We partnered with McCormick and Lawry’s to reimagine their e-commerce experience, strengthening product storytelling and driving conversion across the site.
Goal
Refreshing a Classic for the Modern Kitchen
As part of an engagement with McCormick, Lawry’s partnered with us to create an updated e-commerce experience that encourages recipe discovery, drives DTC sales, broadens retail awareness, and feels approachable for new home cooks while staying true to longtime fans.
Outcome
A Unified E-Commerce Experience for the McCormick Family
Lawry’s now sits within a unified Shopify ecosystem alongside the broader McCormick portfolio, providing a flexible platform that can accommodate a large and growing assortment of products while driving DTC sales and retail discovery.
Lawry’s keeps its own distinctive look while sharing a unified cart and checkout with the McCormick portfolio, letting customers shop across brands seamlessly.
The new website blends rich storytelling, recipe inspiration, and how-to videos to highlight Lawry’s heritage and create a seamless experience that drives brand connection and conversion.
User-generated videos through Tolstoy let loyal Lawry’s fans share their passion for the products while helping new customers feel confident in their purchase.
To ensure the new designs resonated with Lawry’s loyal community, we leveraged Helio to A/B test concepts and gather real-time user feedback before implementing the design system.