Morse’s Sauerkraut & Pickles Website Redesign
A modern site for a century-old Maine staple
CATEGORY
CASE STUDIES
DATE
AUGUST 2023 - SEPTEMBER 2025
How the Project Started
Morse’s Sauerkraut & Pickles came to us looking for a full refresh of their digital presence. Their old Squarespace 7.0 site was dated, text-heavy, and didn’t reflect the true scope of what they offer. Most people in Maine know Morse’s for kraut and pickles, but far fewer realize they also run a deli, market, and a deep grocery selection filled with imported cheeses, meats, beer, wine, spices, and specialty goods.
They needed a site that honored a century of history while helping customers understand everything they actually do. They also needed a stronger structure for wholesale partners, clearer product storytelling, and visuals that matched the quality of their in-house foods.
We handled the entire rebuild using our Custom Web Design process and migrated the site from Squarespace 7.0 to 7.1 so the team could maintain it easily over time.
Branding and Strategy
We refreshed their visual identity so the website felt traditional, warm, and distinctly “Maine,” while still giving it a cleaner, modern layout. The updated palette blends soft neutrals and deep tones, paired with Proxima Nova for readability. The overall look mixes old-world comfort with a clean, food-centric aesthetic that works across deli items, groceries, and specialty products.
To match the brand’s personality, the copy uses a friendly, food-loving tone. It keeps the heritage intact while giving the company room to speak to new customers, tourists, and wholesale partners at the same time. Their values — curiosity, inclusion, sustainability, and accessibility — sit at the heart of the About page and help shape the voice of the entire site.
Photography & Media
We partnered with Scene Gallery to bring the site’s visuals up to the level the brand deserved. The photos now used across the site include storefront shots, deli and cheese-case images, grocery displays, sauerkraut and pickle close-ups, and lifestyle scenes from inside the market. These images replaced the outdated visuals from the old site and now serve as the primary design driver for the whole layout.
Site Planning & Content Structure
We built a clear, intuitive structure so customers can navigate quickly:
Home
About
Menu / Offerings
Sauerkraut
Pickles
Morse’s Made
Wholesale
Contact
404
Each page includes fresh copy written specifically for the brand. The homepage introduces the heart of Morse’s identity and directs visitors toward deli items, groceries, and the new wholesale pathway. Individual product pages break out Sauerkraut, Pickles, and Morse’s Made with short, marketing-friendly descriptions built for both browsing and search visibility.
Throughout the site, we added short marketing lines—things like “Handcrafted Sauerkraut,” “Imported Cheeses,” and “Rare Pantry Finds”—to capture attention and keep the tone lively.
Design, Development, and Migration
The migration from Squarespace 7.0 to 7.1 gave the brand more flexibility going forward. We rebuilt each page using modern sections, updated layout blocks, mobile-friendly grids, and better spacing. Custom CSS refined the details—header and footer adjustments, product card styling, typography fixes, and mobile-specific refinements.
We also created a menu-style display to highlight key food categories such as deli specialties, cheeses, meats, snacks, imports, and Morse’s house-made lines. Each section uses short copy that’s easy to skim and works well for both customers and search engines.
Wholesale Program Structure
Wholesale was a major focus of the rebuild. To support their partner network, we created:
A new wholesale-partner form with license upload
A streamlined wholesale order form for repeat customers
A delivery-route calendar with descriptions for Bangor, Portland, Augusta, Midcoast, South Coast, and Western Maine
This structure simplifies the process for both new and long-time partners and gives the staff a cleaner workflow.
SEO & Local Search
We set up page-level metadata, cleaned up the URL structure, refreshed headers, added category-based alt text, and strengthened internal linking between menu pages, product pages, and wholesale information.
We also updated their Google My Business listing with accurate descriptions, categories, and website links — helping locals and tourists find them more easily.
Final Outcome
Today, Morse’s has a website that finally reflects the full breadth of who they are: a Maine institution with deep history, a beloved deli, shelves full of European goods, and handcrafted products they’ve perfected for generations. The site is easier to navigate, clearer for customers, more helpful for wholesale partners, and built to grow as the business expands.
If you’d like to see the finished site, visit https://www.morsessauerkraut.com/. Morse’s has been a staple in Maine for more than 100 years, and their new digital presence finally carries the same heart, heritage, and quality they bring to every jar of kraut and every product on their shelves.
Thinking About a New Site?
If this project sparked ideas for your own brand, we’d be glad to help you shape them. Send us a message and we’ll look at what you need. You can also check out our Out-of-the-Box Web Design Package, which gives you a clean, fast turnaround for projects that need clarity and strong structure from day one.
