Bringing commerce and impact together

The Situation

Camino is more than a chocolate company.

As a Canadian worker co-op, their mission is rooted in fairness, sustainability, and creating better outcomes for farmers and communities around the world. Their products are only part of the story – the impact behind them matters just as much.

But their website wasn’t telling that story clearly.

Over time, the site had grown to include new pages, new content, and new functionality – without a structure designed to support it. Navigation became difficult to follow. Key audiences struggled to find what they needed. And the deeper purpose behind the brand wasn’t coming through in a meaningful way.

At the same time, Camino wasn’t serving just one audience.

They needed to support:

• Consumers looking to learn, engage, and purchase
• Wholesale partners exploring how to carry their products
• Community groups interested in fundraising opportunities

Each audience had different goals, but they all needed to feel connected to Camino’s mission.

The challenge wasn’t only to redesign a website. It needed to bring clarity to a complex, evolving experience, without losing what makes Camino unique.

The Goal

Camino’s vision for the website went beyond selling products.

They wanted to:

• Educate audiences about their mission and impact
• Inspire more conscious purchasing decisions
• Reconnect with a younger generation of consumers
• Increase engagement through content like blogs, recipes, and stories

From a digital perspective, success meant creating a platform that:

• Builds brand awareness and trust first
• Guides different audiences toward the right actions
• Supports multiple paths to engagement – from learning to purchasing
• Creates a foundation that can grow alongside the organization

For Camino, the goal was clear: if they could inspire and connect with people authentically, the rest would follow.

The Approach

Designing for multiple journeys

The first step was to simplify – not by removing content, but by structuring it intentionally.

We worked with Camino to map their key audiences and define what each group needed to do. From there, we built a clear information architecture that supports multiple journeys without overwhelming the user.

Navigation and content were designed to help users quickly understand:

• Who Camino is
• What they offer
• How they can engage – whether that’s learning, buying, or partnering

Strategically placed calls-to-action guide users toward the next step, while still allowing space for exploration.

Balancing brand, education, and commerce

One of the core challenges was integrating three distinct roles into a single experience:

• A brand platform
• An educational resource
• An eCommerce store

Rather than separating these, we brought them together.

The website leads with Camino’s story. Their impact, values, and purpose, before introducing products. This creates a stronger emotional connection and builds trust before asking users to take action.

From there, users can:

• Explore products and purchase through a fully integrated WooCommerce store
• Find products in retail locations using a custom store finder
• Engage with content through recipes, blogs, and educational resources

This approach ensures that commerce feels like a natural extension of the brand, not a separate experience.

Crafting a design that reflects the brand

Camino’s identity is rooted in authenticity, sustainability, and human connection. The design needed to reflect that.

We created a fully custom design system tailored to their brand. Organic shapes, hand-drawn elements, and textured layouts give the site a more human, approachable feel, while still maintaining clarity and usability.

From the way images are cropped to the subtle irregularities in layout, every detail was considered to reflect the natural, imperfect, and real-world qualities that define Camino.

Building a flexible, integrated platform

Under the surface, the website needed to support a wide range of functionality, without becoming difficult to manage.

We developed a custom WordPress CMS that allows Camino’s team to easily update content, publish new stories, and manage their growing library of resources.

This was paired with:

• A fully integrated WooCommerce store for direct purchasing
• A custom store finder to help users locate products across Canada
• Structured content systems for recipes, blogs, and educational materials

By keeping everything within a unified platform, we created a seamless experience for users, and a manageable system for Camino’s team.

The Outcome

The new website brings clarity and cohesion to Camino’s digital presence.

Today, it:

• Clearly communicates Camino’s mission, impact, and values
• Provides intuitive navigation for multiple audiences
• Supports engagement through content, storytelling, and education
• Offers multiple, seamless paths to access and purchase products

The result is a platform that doesn’t just support transactions, it supports connection.

Since launch, Camino has seen increased engagement through newsletter sign-ups, reinforcing their strategy of building relationships first and allowing growth to follow.

An ongoing partnership

Our work with Camino didn’t end at launch. We continue to support their team through:

• Ongoing website updates and enhancements
• Monthly design support for marketing campaigns and social media
• Refinement of digital assets, including email marketing templates

While the platform was designed to be self-managed, Camino has chosen to partner with Baytek as an extension of their team. This allows them to focus on their mission while we support their digital presence.

“Our new website is nothing short of amazing, and that’s thanks to Baytek’s incredible design and development work. Their patience, attentive listening, dedication, and exceptional problem-solving skills have been key to the success of this project. We truly appreciate their commitment to delivering a top-notch website.”

Mélanie Broguet
Marketing and New Product Development Manager