Universal Impex imports and distributes unique seasoning blends and products that meet the diverse taste of growing multi-cultural cities.  Their British Class and Cool Runnings brands can be found in many recognized chain store operations and independent supermarkets nationwide across Canada.


Universal Impex hired Digital Diner to update an existing website, build an e-commerce web store, and launch new social media properties to create brand awareness and drive online purchases.


Client Needs / Challenges

  • Update brand image

  • Make website content easier to update

  • Increase awareness of brand and products

  • Make content accessable by mobile devices

  • Gain a fiollowing on social media

  • Enable purchasing by trade and consumers from website

  • Generate online sales

Requirements / Services Provided

  • Created new food focused brand images

  • Developed a custom website design

  • Provided responsive website design for multiple devices

  • Built a web store with e-commerce processing

  • Created social media pages on Facebook, G+, Pinterest

  • Integrated external content via social and news feeds

  • Wrote news, product info, and educational content

  • Provided ongoing support and maintenance



Moving the brand's focus away from the company and onto the people and products was our overall strategic driver.  In a nutshell - keep it simple;  less corporate speak;  i'ts all about the places and love of food - guided all designs and content we developed.


We created big, bold images of the products and the foods the products were used to create.   We wrote articles and other content featuring people (users of the products like chef's, retauranteurs and home cooks) and we infused the website and social media content with food facts, restaurant reviews and recipes that ultilized UI products.  


Our approach included substantial up-front planning work to re-focus the brand and developpment of a lot of content for the web and social media.  We further brought news and social media content into the website with links and live feeds, call outs and side bars.   A clean and simple design style was developed with fresh white backgrounds and all images on the site were large, colorful and bright.



Our new visual identity incorporated carribean locations, people, food, and colors.  Digital Diner produced a number of design concepts as well as value propositions and headlines to provide options to consider and choose from including color paletes, type styles, and images.




Interested in working with us, contact us for a chat