21 July 2026 Michela Tosatto
Journal of Experiences
From brand awareness to building a digital ecosystem capable of guiding people through product discovery and purchase
The story of Lazzaris began in the early 1900s thanks to the intuition of a pastry chef from Conegliano Veneto, who developed a recipe destined to become one of the symbols of Venetian gastronomic tradition: a mostarda made from the expert combination of quince pulp, candied fruit, and mustard. In 1922, the first factory dedicated to the production of Venetian mostarda and quince jelly was opened.
Since then, the brand has continued to evolve, progressively expanding its offerings while maintaining the values that have accompanied its growth: quality, authenticity, attention to raw materials, and continuous innovation.
The opening of the new Lazzaris Store represents a further step in this evolution. Not just a new sales channel, but a space designed to make the heritage of products and expertise built by the brand over a century of history more accessible.
For us, this project was born out of a long-standing collaboration that has allowed us to gain a deeper understanding of the brand and, over the years, contribute to building its digital presence.
Building a shared vision of the project
The design of the new e-commerce site began with a strategic workshop focused on the objectives.
During this phase, we analyzed, together with Lazzaris, the business needs, the target audience, potential obstacles to purchasing, and the main challenges related to developing the brand’s digital ecosystem.
More than defining the characteristics of an online shop, the workshop served to build a shared vision of the role the new channel should play within the overall digital experience.
This initial phase laid the foundation not only for the design of the e-commerce site, but also for the future evolution of the entire Lazzaris digital ecosystem.
Helping people navigate diverse products
Lazzaris’s offerings include a wide variety of categories: mustards, quince jams, jams, sweet and spicy sauces, and organic products.
This richness represents value for the brand, but online, it can easily become complex.
Therefore, one of the main design challenges was to build an information architecture capable of making the offering immediately understandable, guiding people through the catalog without losing sight of the richness of the different product types.
The goal was not simply to make it easier to find an item, but to help shop visitors understand the differences between the various specialties, discover their uses, and make more informed choices.
In this sense, the new e-commerce site becomes a tool for orientation as well as purchasing.
An experience consistent with the brand’s identity
The shop interface was designed to reflect Lazzaris’ philosophy: simplicity, authenticity, and attention to detail.
The visual language was also born with this logic.
For the photography, we engaged the same content creator we collaborate with on social media content, building a wealth of images designed to be used across the website, e-commerce site, and social media channels.
The ambient photographs showcase the products in real-world situations, suggesting pairings and consumption opportunities, and helping to convey the brand’s story consistently, regardless of the touchpoint through which people encounter it.
When content and e-commerce work together
The new shop was designed to complement the Lazzaris corporate website, which we continue to monitor and develop.
For years, the Magazine has been a space dedicated to product discovery through recipes, tips, and ideas for use. New content is published every month, helping people experiment with different combinations and showcase Lazzaris specialties in everyday cooking and on special occasions.
In this way, content and e-commerce play different yet complementary roles.
The Magazine responds to information needs and guides the discovery of the offerings, while the shop facilitates the transition from inspiration to purchase.
This integration helps create a more seamless and consistent experience throughout the customer journey.
A new point of contact, in Italy and Europe
Created to bring the brand closer to consumers and allow them to receive Lazzaris specialties directly at home, the new store now makes products available not only in Italy but also in numerous European countries, helping to spread the Italian gastronomic tradition beyond national borders.
For us, this project is an example of how e-commerce can become part of a broader digital strategy.
When born from a deep understanding of the brand and its customers, a shop is more than just a place to purchase products: it becomes a space that conveys the company’s identity, helps people navigate their choices, and connects content, images, research, and purchase within a single digital ecosystem.