A Recipe for Success
Founded in Chicago in 2012, Simple Mills quickly rose from a startup challenger to a standout leader in the natural foods space. With a focus on snacks crafted from whole, recognizable ingredients—and a business model rooted in sustainability and regenerative agriculture—the brand has carved out a distinct place in a crowded industry.
But as the brand continued to expand, their website needed to evolve, too. Simple Mills wanted a refreshed digital presence that supported marketing campaigns and told their brand story, while shifting away from direct e-commerce sales. Instead of hosting their own store, their goal was to drive consumers to third-party channels—like Amazon and retail partners—to better support their broader marketing strategy.
With this ambitious shift and a bold new design vision, Simple Mills called on thunder::tech to help bring it all together. After all, when you need a partner who can roll up their sleeves and figure it out, that’s where we thrive.
Unlike most of our projects, where our in-house designers and developers work , this one came with a twist: Simple Mills had a third-party design team already in play. That meant our developers had to collaborate closely with multiple teams at once to translate intricate creative concepts into functional, user-friendly web templates and modules.
Many of the envisioned features posed significant technical challenges, but thunder::tech’s deep development knowledge and ability to adapt made it possible to bring them to life.
Together, we delivered:
By refining details, solving tricky design-to-code puzzles and staying collaborative throughout, we built a site that not only looked great but also worked beautifully.
The result was a website that matched the strength of the Simple Mills brand—modern, intuitive and filled with unique features. By eliminating e-commerce functions, the site now drives consumers to channels that align more closely with marketing campaigns, ensuring a consistent brand experience across all touchpoints.
Beyond supporting immediate marketing goals, the new site elevated the brand’s digital presence and was recognized as an award-winning website in the industry.
This project is proof that with collaboration, a little thunder::tech grit and a lot of smart problem-solving can have a huge pay off.
No artificial solutions here – just award-winning work.