Overview

Oliveto was a small artisan olive oil and balsamic vinegar store based in Roanoke, Virginia. To better represent the premium quality of their products and create a more cohesive brand experience, the website was fully redesigned using a visual drag-and-drop builder platform. The new site improved clarity, highlighted key offerings, and reflected the elevated, rustic tone of the in-store experience.

Problem / Solution

The original Oliveto website was outdated, hard to navigate, and lacked visual hierarchy. Customers had difficulty finding store information, learning about products, and engaging with content.

The redesign introduced:

• A clean, image-forward homepage that reinforces brand quality

• Updated content hierarchy to surface store info, product benefits, and contact details

• Consistent type, color, and imagery to align with in-store branding (like the redesigned fusti tags)

• Full-width imagery and simplified sections for readability and warmth

• Clear CTAs for in-person visits or online orders

Design CONSIDERATIONS

Small business friendly: Designed within the constraints of a no-code builder to ensure the client could easily maintain content.

Brand continuity: Matched colors, typography, and voice to printed in-store materials.

Local SEO awareness: Address, hours, and map were prioritized to support foot traffic.

Visual storytelling: Used vibrant food photography to highlight freshness and inspire home cooks.