Michelina's Frozen Entrées

Cooking from the heart

No brand of frozen entrée offers more for your money than Michelina’s family recipes, made with fresh ingredients. In redesigning the website for this well-established and deeply loved brand, we kept things simple, with mouth-watering images and heartfelt copy that reflects the brand’s heritage of quality and value.

Michelina’s Mama

At the heart of everything is Mama Michelina, an Italian immigrant whose family recipes inspired her children to found the brand. To accompany the updated Michelina’s brand story that appears on the website, we created this Mama icon associating her with the simple, honest ingredients that are the hallmark of these beloved products.

Michelina’s – Website Desktop

Dominated by photographs of product packaging and plated food, the Michelina’s site design echoes the brand’s values of honest quality and fuss-free transparency. All essential information is conveyed with economy, and site navigation is predictable and efficient.

Michelina’s Website Mobile

Based on analytics, we knew that many site visitors access the Michelina’s web page via mobile devices, so we designed the site for easy reading and navigability in such circumstances as in-store environments. On the product pages, all users benefit from left-right arrows that bring efficient, intuitive slideshow-style functionality to product line browsing.