Website Information Architecture

Redesign Del Monte’s consumer-facing web site so that it would effectively communicate a
new brand identity, increase engagement and improve usability.


Launch a new brand identity of “Plant the Seed,” along with a new mantra of “Let’s eat
better, do better and live better” through a robust and empowering website. This concept
positions Del Monte as more than just a seller of canned vegetables, but an active
advocate of healthy living.


Everything about the Del Monte web site was completely reworked – the strategy,
architecture, content, design and development. A new lifestyle section was added to increase engagement, along with interactive pieces aimed to educate the user on healthy
lifestyle choices. Product and Recipe searches were added to improve user experience.
“You may also like” and cross-promotional areas make it easy for users to find related

Wireframes and site map shown here are part of a 26-page set created in Visio. The last
image shows the final home page design.

About Del Monte

Del Monte Foods is one of the country’s largest and most well-known producers,
distributors and marketers of premium quality, branded food and pet products for the
U.S. retail market, generating approximately $3.7 billion in net sales in fiscal 2010.
a powerful portfolio of brands, Del Monte products are found in eight out of 10 U.S.
households. Pet food and pet snacks brands include Meow Mix®, Kibbles 'n Bits®, Milk-
Bone®, 9Lives®, Pup-Peroni®, Gravy Train®, Nature’s Recipe®, Canine Carry-Outs®
and other brand names. Food product brands include Del Monte®, S&W®, Contadina®,
College Inn®, and other brand names. The Company also produces and distributes private
label food and pet products.

Del Monte

Website, Information Architecture, Wireframes