Redesigning an Amazon Legacy: From Bakery On Main to Uncle Crumbles

When Bakery On Main decided to transform into Uncle Crumbles, the challenge was clear: retain the heart of their brand while reaching a new audience in the competitive world of CPG. This wasn’t just a name change; it was a full evolution that demanded a cohesive digital strategy, one that would speak directly to the modern, health-conscious shopper.

I dove into the data, uncovering insights about our loyal customers and the potential audience we wanted to reach. Using detailed customer personas, I identified what resonated most with them: wholesome ingredients, convenience, and a playful, approachable tone. These insights became the backbone of the Amazon A+ content I created.

For individual products, I designed A+ Content that blended vibrant imagery with benefit-driven storytelling. Each product’s story was tailored to highlight its unique features—whether it was the crunch of the granola clusters or the comfort of gluten-free snacking. I also built Uncle Crumbles' Amazon Storefront, creating a seamless and inviting shopping experience that felt like a warm welcome to a trusted family kitchen.

To maximize visibility, I worked on Amazon Ads, pairing compelling copy with targeted keywords to drive engagement and conversions. The results? Increased product visibility, higher click-through rates, and improved brand recognition across the Amazon platform.

Rebranding is more than a visual overhaul—it’s about connecting with people on an emotional level. By combining data-driven insights with creative execution, I helped Uncle Crumbles turn a fresh start into a success story.