Van Holten's website makeover

About: Van Holten’s has been America’s pickle icon since 1939, famous for their bold, briny “Pickle-In-A-Pouch” that turned a simple snack into a nationwide favorite.

Their brand is playful, proud, and full of personality but their digital presence needed a refresh to match it. While we didn’t develop the website, we played a key role in shaping the creative direction of their redesign bringing Van Holten’s fun, flavorful energy to life online.

What we did: • Art direction and creative guidance for website redesign • Visual concepting to capture the brand’s bold, playful identity • UX direction for cleaner navigation and stronger product visibility • Design input focused on storytelling, accessibility, and engagement

The result: A digital experience that finally looks as bold as the brand tastes. Bright, energetic, and unapologetically fun yet refined enough to support a legacy brand with over 80 years of history.

Every element now feels distinctly Van Holten’s from the punchy visuals to the intuitive layout that keeps fans exploring and craving more.