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Ben & Jerry’s

See how Bento Sites transformed Ben & Jerry's website into a strategic design that focuses on their dedication to the planet, farmers, cows and everyone in between. (unsolicited).

Redesigned header of Ben & Jerry's website.

After graduating from college in 2003, I packed my car and drove to Burlington, Vermont with the plan of getting a job at Ben & Jerry's. I loved their ice cream and admired their product, economic and social missions.

That plan never happened, though. A few months later, I accepted an overseas teaching position and didn't return to the United States for 12 years.

Now, many years later, I've been craving some Ben & Jerry’s. When I visited their website to see the flavors, I was surprised to find the business and conversion goals to be unclear, the brand’s playful persona to be missing and no mention of how they’re dedicated to the planet, farmers, cows and everyone in between.

In this post, I'm going to redesign Ben & Jerry's website (unsolicited).

Project Brief

Business Goal

Recapture the spirit of the Ben & Jerry's brand that produces the finest, all-natural ice cream and euphoric concoctions by focusing on their dedication to the planet, farmers, cows and everyone in between.

Conversion Goal

Increase online orders, catering and deliveries, plus drive more foot traffic to scoop shops and Ben & Jerry's ice cream at grocery stores.

Required Skills

  • Interaction design
  • Information architecture
  • Information design
  • Visual design
  • UX strategy
  • Content strategy
  • Copywriting

Before (Designed by Ben & Jerry's)

ben & Jerry's website.

After (Designed by Bento Sites)

ben & Jerry's redesigned website.

Image Credits

  • Ben & Jerry's
  • USA Today

Ben & Jerry’s first appeared on the Bento Sites Blog by Jeff Shibasaki.

Close-up of Jeff Shibasaki.

Jeff Shibasaki

I’m an Atlanta web designer that specializes in website design and development on Webflow and Squarespace.

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