New Work: Fowler Packing Website Conveys Generations of Quality Alongside Relentless “People-First” Innovation

California-based Fowler Packing came to Freshmade seeking a new website that communicated their nearly 100 years as family citrus farmers and packers. However, rather than nostalgia, Fowler wanted to spotlight recent investments in sustainable technology and processes that keep them at the forefront of the industry. Most importantly, conveying the grit and care for people behind it all – from growers to factory workers – defined the true Fowler culture. 

Fowler’s legacy site failed to capture the innovation and energy powering the company’s impressive growth. Limited imagery and dark tones failed to showcase Fowler’s irreverent vibe and pride in their people. However, as both a B2B site and a talent recruitment tool, conveying decades of know-how alongside future ambitions proved tricky. 

Content strategy sessions unlocked Fowler’s unique voice and story that thrives within their culture. These learnings inspired a website architecture that guided users through those generational family ties into today’s investments in both product excellence and people excellence. 

The site design relies on bright, intensely colorful photographic imagery and high-contrast graphics to keep pace with the direct, edgy copywriting style. Type-driven animations also give the site an energetic, kinetic vibe that is ownable to Fowler.

The result feels distinctly Fowler – leading with people and quality and just the right punch of grit. Packed with details yet highly scannable, the new website promotes talent recruitment as much as industry sales. 

Freshmade’s website design helped family brand Fowler Packing bridge its long farming history with a relentless future focus on sustainable technology and people. Most importantly, the conveyed commitment to the product and people makes an impression on trade and consumer audiences alike.

To view the whole site, click here.