Squirrel Brand Company

Helping a heritage brand reach modern customers

Business Challenge

Squirrel Brand Company has sold gourmet nuts and candies for more than 130 years. Using its impressive heritage as an anchor, the company invested in a rebrand, repositioning its line of gourmet nuts to be more accessible to a younger, more modern audience. But selling to this audience meant selling direct-to-consumer (DTC) online instead of exclusively through retail stores and catalogs.

Squirrel Brand needed an expert partner that could bring its new brand to life and help to navigate the ins and outs of DTC ecommerce. With our focus on brand and our team of ecommerce experts, Icon was an obvious first choice.


We went straight to work executing the company’s vision. Squirrel Brand’s marketing team created a fresh new look for the brand’s homepage, and we brought it to life by implementing a responsive motion graphics design with interactive features, UX optimizations, and more. We connected the dots between the creative team’s big ideas and the capabilities and functionality of Squirrel Brand’s website.

Next, we built out the website’s storefront. While appearing simple, the storefront’s structure was incredibly complex. Our experience with logistics and supply chain came into play as we implemented DTC best practices, such as integrating the site with the company’s shipping vendor.

As this was Squirrel Brand’s first foray into ecommerce, it was our job to make sure it was set up for success from the start. We thought through every possible issue, barrier, or question that a customer might have when ordering online and ensured the ecommerce site could address it.


Squirrel Brand Company loved its new website and the ability to now sell online directly to consumers. The company later commissioned two additional websites from us, and to date we continue to manage the brand’s ecommerce platforms.