Oppy — Digital Rebrand
Role: UX / UI & Digital Design | Project: Brand Replatform | Agency: Pound & Grain
The Challenge
Oppy is a leading North American produce distributor with deep industry credibility, but its digital presence felt dated and corporate. The brand needed a website that reflected its scale, personality, and forward-thinking culture while supporting complex content across growers, buyers, and partners.
Brand Expression in Digital
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Brand Expression in Digital •
Rather than leaning into a traditional corporate aesthetic, the experience was designed to feel human and optimistic. Warm colors, rounded forms, and custom iconography softened the brand while preserving credibility. The “wave” system introduced movement and flow, guiding users through content in a way that felt natural rather than rigid.
UX Architecture
With extensive content spanning products, history, careers, sustainability, and global operations, the structure had to balance clarity with flexibility. A modular system was developed to connect sections seamlessly while allowing the team to expand content over time. The experience was designed mobile-first, then scaled to desktop and tablet to ensure consistency across devices.
The result was a scalable platform that aligned Oppy’s digital presence with its brand evolution and future growth.
System & Visual Language
The final system blends organic shapes with structured layouts, using bold section colors to differentiate content while maintaining cohesion. Produce photography anchors the brand in authenticity, supported by modern typography and scalable components that adapt across templates.
