Bahlsen China
Brand websites for Bahlsen, Leibniz and PiCK UP!
Overview
Three brands, one group, one market
In 2015 Bahlsen, the German biscuit maker founded in Hanover in 1889, brought three of its brands to China: Bahlsen, Leibniz and PiCK UP!. I designed the websites that introduced them to Chinese customers, from the group landing page to every product page, with links to the brands’ Tmall store and WeChat account.
one site
bahlsen.cn
two tabs each
a pop-up book
Tmall, WeChat
My Responsibilities
Lead designer, 2015 to 2016
From the first group page to the pop-up book, every page of the three sites.
One site for the group, with a branch for each brand and the same page types throughout.
Landing, product, quality, history and baking pages for Bahlsen and Leibniz, and a one-page site for PiCK UP!.
One template for 19 products, with ingredients and nutrition on two tabs.
The 2016 group landing: the story of Bahlsen told as an interactive book.
Chinese layouts, Tmall and WeChat entry points, and a QR code on every page.
Final artwork for development, page by page and state by state.
One group, three brands
bahlsen.cn, 2015
The first version of bahlsen.cn was one page: a slider that presents each brand in turn, with its products, its story and a WeChat QR code, and sends visitors on to the brand’s own section.
Bahlsen
Leibniz
PiCK UP!
The Book of Bahlsen
Group landing, 2016
In 2016 the home page became a book. It opens on a cover, turns to a short introduction, then unfolds into a pop-up scene of the Bahlsen headquarters in Hanover. Every object in the scene opens a chapter: 125 years of history, the brands, the ingredients and the Tmall store.
Book cover
Introduction
The pop-up scene
Hover: every object in the scene is a way in
125 years of baking
The brands
Our ingredients
The Tmall store
Bahlsen
Brand site
Warm wood, Bahlsen blue and product photography carry the brand’s German baking story. The landing page leads to the range, a baking page with serving ideas, and a timeline of the company since 1889.
Landing page
Products
Baking page
Product page, ingredients
Product page, nutrition
History since 1889
Leibniz
Brand site
Leibniz gets the yellow of its own packaging and a lighter, family tone. Beside the range, a quality page explains the ingredients, UTZ certified cocoa and the production line, and a long timeline tells the story of the butter biscuit since 1891.
Landing page
Products
Quality page
Product page, ingredients
Product page, nutrition
Quality page, opened
History since 1891
PiCK UP!
One-page site
PiCK UP! is the snack bar for on the go, so its site is one bright page: each bar in its own panel, a three-slide carousel of the bar, what is inside the pack and the nutrition facts, and a game at the end.
Slide 1, the bar
Slide 2, inside the pack
Slide 3, nutrition
Built for China
Tmall, WeChat and QR
Chinese customers buy on Tmall and follow brands on WeChat, so the sites point there: a Tmall variant of the landing page, a WeChat variant with the follow code, and a QR code in every footer.
Landing page, Tmall banner
Landing page, WeChat
Sitemap
bahlsen.cn
One address for the group, a branch for each brand, and the same page types inside each branch, so a visitor who knows one brand already knows the others.
- Landing
- Products
- 10 product pages
- Baking
- News
- History
- Landing
- Products
- 9 product pages
- Brand story
- Quality
- One page
- Three bars
- Game
- Tmall store
- WeChat
- QR codes
What Bahlsen gained
Outcomes of the launch
A first home in China for three German brands, built around how Chinese customers find, learn about and buy biscuits.
bahlsen.cn went live in August 2015 with Bahlsen, Leibniz and PiCK UP! on one site, each with its own section.
19 product pages in one template, with ingredients and nutrition on two tabs.
From January 2016 the home page was an interactive pop-up book of the company’s 125 years.
Tmall and WeChat links on the pages and a QR code in every footer.
pickup.cn was still online in 2021, six years after launch.
bahlsen.cn
Thank you!
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