Sourdough Sidekick
FirstBuild, the innovation arm of GE Appliances, came to us to support the direct-to-consumer launch of its latest invention, the Sourdough Sidekick. Developed in collaboration with the King Arthur Baking R&D team, the Sidekick is an automatic feeder for sourdough starter that removes the math, timing, guesswork and discard guilt from home baking.
Sourdough baking has become a symbol of aspiration and craft. Most bakers want to be the kind of person who effortlessly keeps up with the daily feedings, but they feel guilty when they can’t.
Sourdough baking has become a symbol of aspiration and craft. Most bakers want to be the kind of person who effortlessly keeps up with the daily feedings, but they feel guilty when they can’t.
Our task was to build a fully functional ecommerce platform that makes automation feel emotionally compatible with a ritual people are deeply accustomed to.
Our task was to build a fully functional ecommerce platform that makes automation feel emotionally compatible with a ritual people are deeply accustomed to.
UX, UI, and content were designed to feel calm, guided, and approachable, and built around a more emotionally resonant promise: “Keeps it alive so you can bring it to life.”
UX, UI, and content were designed to feel calm, guided, and approachable, and built around a more emotionally resonant promise: “Keeps it alive so you can bring it to life.”
We leveraged the Shopify ecosystem to establish a scalable direct-to-consumer foundation for future growth, setting the standard for how FirstBuild brings new innovations to market moving forward.
We leveraged the Shopify ecosystem to establish a scalable direct-to-consumer foundation for future growth, setting the standard for how FirstBuild brings new innovations to market moving forward.
The platform transformed Sourdough Sidekick from an innovative product into a cohesive brand experience, repositioning automation not as a shortcut, but as an enabler of creativity and consistency.
The platform transformed Sourdough Sidekick from an innovative product into a cohesive brand experience, repositioning automation not as a shortcut, but as an enabler of creativity and consistency.
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