A rare opportunity
Owned by Sugar Mountain, the company behind the wildly successful Beechers Cheese, Mishima Reserve offers some of the finest American-grown wagyu beef available. Previously only offered to the wholesale channel, this top-quality wagyu has been blowing the minds of chefs and diners at a small-but-growing list of restaurants.
Our mission was to bring this remarkable experience of this exquisite ingredient to life for a wider audience.
More than just a store
Surveying the competitive landscape, we observed that the category was overpopulated with sites that embody an approach we affectionately dubbed ‘meat catalog.’ Thankfully, the team at Mishima Reserve had a different vision.
Our collective goal for the site was to create a lifestyle brand destination offering more than just an inventory of mouth-watering steaks, and offer an inspirational resource for those who want to live a richer, more full-flavored life.
In our collaborative Clarity Lab workshop, we developed the concept of Experiences as a way to share Mishima’s perspective and inspire people with curated occasion-based packages.
But it still needs to sell
Even though the site’s primary role is to build the Mishima Reserve brand, it also needed to be a high-performance online store since it is their only retail channel, and they have ambitious goals for growth. With an eye toward conversion rates, we followed best practices for product index and detail pages ensuring the purchase experience was compelling and friction free.
Delivering an end-to-end experience
Our focus on the customer journey led us to consider the entire end-to-end process, all the way through to receiving and unboxing the product. We extended the design to the packaging and in-box collateral to ensure the product and brand were delivered across all channels.
By partnering closely with Mishima’s development team they were able to take an iterative approach and meet their ambitious launch date. The finished site is a multi-layered, content-rich destination where gourmet enthusiasts can find inspiration and recipes, become more knowledgeable about ingredient selection, cooking techniques, and learn about the nuances of this rare and unique delicacy.
“Fell Swoop punches way above their weight. They’ve been great partners in defining key aspects of the customer experience at Mishima Reserve, starting with the UX, but also including creative design and art direction, packaging, and in-box collateral.
They have a disciplined approach, but they maintain a great balance of process vs. speed & output. It feels seamless because they move so quickly.”