Hain Celestial

Background

Hain Celestial has had roots in the health and wellness space since 1969. Best known for its incredible brands such as Terra chips, The Greek Gods yogurt, Earth’s Best baby food, and Celestial Seasonings tea, among many others, it has cultivated an impressive array of products.

Hain came to Mindgrub with a proposal: Let’s collaborate on a vibrant website that shows Hain’s exciting new mission, using modern website design and UX. We accepted.

Allow us to introduce: Hain 3.0.

Our Services

Content Strategy
Design
Quality Assurance
Strategy
UX
Web Development

Awards Won

Communicator Awards
Silver ADDY

The Opportunity

As part of Hain’s most recent evolution, it created a turbocharged growth plan to further expand its product portfolio and help create a healthier world. The Hain team wanted a modernized digital experience that would impress investors, attract the best talent, and dazzle consumers.

With such a diverse audience, designing and building a custom website where each need is met would be a challenge. But with a strong partnership between Hain’s decision-makers and Mindgrub’s experts, the course was set.

Our Approach

As Mindgrub pulled up a chair to the table with Hain’s dedicated stakeholders, we made recommendations that reflected its ahead-of-the-curve goals. By introducing UX best practices, vibrant and accessible designs, and comprehensive training to grow the site after launch, we provided bespoke solutions that would give the Hain website a full refresh.

Desktop screenshot of the Impact page hero on the Hain website

A Macbook bezel over a web app screenshot

Bringing the best to light

First, we researched the site’s current state as well as its competitors, analyzing opportunities to stand out. It became clear that a streamlined content strategy would help highlight Hain’s goals and achievements.

Hain’s ESG (environmental and social governance) goals are formidable.

To highlight these strategies, Mindgrub created a sitemap that would deliver easy-to-navigate pages for users to explore Hain’s methods and aspirations.

In addition, Hain’s brand needed to be represented with copy that spoke to its “Healthier Way Of Life” mindset. Messaging had to be inspiring, clear, and concise for users to quickly grasp its brand without vast walls of text.

Screenshots of the Hain website sitemap and a few examples from the wireframe process

Turning over a new leaf

Interactive motion has become a standard feature for new websites. Responsive design is also necessary to create a screen-friendly experience. Mindgrub recommended custom scroll animations, sliders, filters, and more to further elevate Hain’s online experience for all devices.

Throughout the design phase, Mindgrub kept accessibility top of mind. More than maintaining compliance, creating a site that was available to all aligned with Hain’s mission for healthier people and a healthier world.

Desktop screenshot of an interactive product module on the Hain website

Mobile screenshot of the Our Global Footprint call out on the Hain website

An iphone bezel over a web app screenshot

A simple backend for easy future site maintenance

Hain wanted options to update its site with new and developed content after it went live. This meant building off a platform that would provide a straightforward way to access Mindgrub’s custom templates. WordPress was the Hain team’s preferred platform, and so that’s where our developers created the new site to maintain familiarity. From there, the Mindgrub developers utilized plug-ins that would auto-populate Hain’s many social media channels to keep users up-to-date with the latest posts.

Desktop screenshot of the people module on the Hain website

Desktop screenshot of the Healthier Products Impact page hero on the Hain website

Results that Matter

With a new mission and a dynamic new site to match, it was no wonder that when presenting to their internal teams the project received rave reviews. In addition to internal accolades, the site has received two Communicator Awards–an Award of Excellence for corporate identity, an Award of Distinction in the food and drink category–and a Silver Award in the consumer website category at the American Advertising Awards.

All of the hard work had paid off, and Hain’s new site encapsulated its brand and — more importantly — its future.