Annie's — four directions.
Four ways the new annies-sg.com could go. Each is a working preview, not a polished final. Pick the one that feels right and we'll build it out. SEO notes reflect long-term organic potential, not first-month traffic.
Build credibility for an active fundraise. Drive purchases at Little Farms (and RedMart). Open a door for trade enquiries. Serve a mixed audience: home cooks, expats, chefs, and investors.
Brand voice from IG (your local dairy hawkers, probiotic yoghurt + cultured cream, grass-fed NZ milk, handcrafted in Singapore). Palette and logo from the styleguide. Where-to-buy points to Little Farms.
Annie's All Natural
Refined + expanded. Story, recipes, wholesale, 3 PDPs.
The chosen direction, now built out properly. Warm, narrative, IG-aligned — cream backgrounds, navy ink, real-people copy. Each section has pill switches so you can compare hero / story / range / find-us variants side-by-side. Plus full sub-pages for story, recipes, wholesale, and each of the three products (Greek yoghurt with flavour switcher, sour cream, crème fraîche).
- Pages
- Home · Our story · Recipes · Wholesale · Greek Yoghurt · Sour Cream · Crème Fraîche
- SEO
- Strong — 7 indexable pages with product schema, internal linking, and dedicated trade/recipe surface area.
The Journal
Magazine multi-page. Strongest SEO.
An editorial magazine — recipes, jar talks, process essays, founder notes, plus the product trio. Each piece gets its own URL, which is what Google rewards. Tone is considered, writerly, Cereal-meets-Kinfolk for dairy.
- Best for
- Long-term organic growth and credibility with foodies, chefs, and investors who want to see depth.
- SEO
- Strong — many indexable URLs (recipes, essays, products). Recipe schema, article schema, internal linking — best surface area for search.
Premium Editorial
Cinematic, sparse, investor-credible.
Big typography, full-bleed imagery, lots of breathing room. Closer to Aesop, Le Labo, or a luxury hotel than a CPG site. Signals quality on first impression. Read in five seconds, felt for longer.
- Best for
- Reassuring investors and trade buyers; positioning Annie's as the premium choice on the shelf.
- SEO
- Weak — beautiful but light on content. Few pages, sparse copy. Brand-name search will hit it; long-tail queries won't.
The Field Guide
Product-led. Useful. Chef-friendly.
The product trio is the spine. Each item gets a deep page: fat content, formats, ways to use, recipes per product. A reference visitors come back to, not a one-time scroll. Closer to a chef's tool than a brand brochure.
- Best for
- Trade audience (chefs, cafés, hotels) and serious home cooks. Doubles as a sales tool.
- SEO
- Strong — product schema + recipe schema per item. Captures intent-driven queries ('crème fraîche vs sour cream', 'how to use full-fat yoghurt').