Spices & herbs
A brand from 1993 that had never sold online. And not allowed to make a single claim.
Catalog, copy and store, built from scratch — from a source that offered almost nothing.
Scope
What the work covered
The starting point
“Demi” is a family company from Asenovgrad, in business since 1993. It is not an ordinary spice producer — the jars are shaped like the map of Bulgaria, the spices sit in colored layers in clear glass, and a motif is drawn into the layers. They are bought by tourists, Bulgarians living abroad and corporate gift companies.
Their online presence was a single page in a WordPress business directory. No prices and no store. There had never been an online order.
What we were up against
The source offered almost nothing. There are no prices anywhere — in their own catalog sheets, the field next to “BGN” is blank. No reviews, no certificates, no ingredients, no shelf life, no photos from production.
And half the catalog is medicinal herbs. Regulation (EC) 1924/2006 prohibits health claims — including the roundabout “traditionally used for.” That rules out the entire vocabulary an herb shop usually sells with.
The data was also a mess: one item had been split into five products because it had several photos, and twenty products carried SKU codes instead of names.
The approach
How we did it
If you can't claim what an herb does, what's left is to say what it is. That turned out to be enough.
- Latin name, where it grows, when it is harvested and which part of the plant is in the packet
- How it smells and what it tastes like
- How to prepare it — amount, water, minutes of steeping; a fact, not a promise
- Which dishes it goes into
- The picture jar became one product with a “Motif” option and five variants, instead of five separate products
- The twenty SKU codes became names, read from the labels in the photos themselves, not made up
- We also added a product that is missing from their entire catalog but exists in a photo
Six products were left without a photo and remain as drafts. Better a missing product than a product without a face.
Result
What changed
Next step
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