34% more revenue. 94% more foot traffic. Not bad for a redesign.

Rural King came to us with a straightforward need – their website was due for an upgrade, and a backend migration to the latest version of Magento was the perfect opportunity to rethink the whole experience. What followed was a redesign that touched everything, from the way products were displayed to the fonts on the page, and the results speak for themselves.

The first thing we tackled was the layout. Widening the product lanes gave shoppers more to see at a glance, and pairing that with Cloudflare image optimization meant every product photo looked crisp, clean, and worthy of the store's inventory. The overall feel became more spacious, more modern, and a whole lot more comfortable to browse.

Typography was a bigger conversation than most people might expect. Rural King had been leaning heavily on Century Gothic — a font I always felt was punching below its weight for a brand this size. We made the switch to Korolev, a modern web font with a genuine Americana character that felt right at home for a modern American farm store. Legible at any size, flexible across weights, and a serious visual upgrade.

The color palette got the same treatment. Primary colors alone weren't going to cut it — we built out a full system including secondary and tertiary colors that could flex across the website, advertising, callouts, and alerts without ever feeling off-brand. And to tie it all together, we created a comprehensive style guide covering fonts, colors, and homepage layouts that could keep the site feeling fresh and dynamic long after launch.

The numbers tell the rest of the story — eCommerce revenue up 34% and stores seeing 94% more traffic through the Buy Online, Pickup In Store service. We're genuinely proud of what Rural King accomplished, and even prouder to have been part of it.