La Zuppa Website

The Task

Like many FMCG brands La Zuppa was starting to face pressure from some smaller more artisan brands that had started to take pieces out of the established market leaders. La Zuppa’s brand was built on the idea of providing high-quality products well above what was being offered my the major players of the time. Even by today’s standards the La Zuppa products still deliver on that promise as well as they ever did, but they needed to re-brand to continue to drive that message home.

Part of that re-brand was the necessity to create a new website to match the new packaging and the above the line marketing.

The Solution

The key to this project was to portray La Zuppa’s key values of quality and freshness. The strong use of imagery and focus on ingredients were key to the success of the project.

I worked closely with the above the line agency and their print designer to deliver the core brand values with the website. I then built the website from the design including designing all the responsive styles.

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The Fine Detail

My Role


  • Worked with the above-the-line agency to adapt their strategy to the web.
  • Built wireframes and User Experience

Project Management

  • Managed the strategy, consulted on design and managed the build
  • Worked with the Digital Agency agency to deliver feature upgrades to the core platform


  • Implemented the front-end build

Core Systems

Web: EpiServer

EDM: Mailchimp

The Client

la Zuppa Soups

La Zuppa is one of Australia’s leading soup brands creating a variety of high quality Italian style soups. La Zuppa soups are found in every major Australian supermarket and are the only major whose products are made with all natural fresh ingredients.