Butchershop Phoenix
Services
Visual Identity
Visual Design
Client
Butchershop Phoenix
Location
Guadalajara, Mexico
Year
2023
Credits
Images generated with AI
Connected directly to Campbell’s internal systems, STAR enables distributors to manage complex day-to-day operations including retailer onboarding, route management, returns, issue reporting, product management, and support workflows — all within a centralized enterprise platform serving thousands of retailers nationwide.
Overview
Butchershop's work is a mix of strategy, art and technology. Plus a sprinkle of the kind of cultural obsession that can only come from a truly global crew.With this redesign we seek to convey the essence of the company in a simpler and more dynamic way, we gave a refresh to all the components and style guide and finally told a story.
THE PROBLEM
Modernizing a Mission-Critical Legacy Platform
Users relied on a legacy tablet-only application that suffered from:
Poor responsiveness and outdated interaction patterns
Complex, fragmented workflows
High cognitive load across operational tasks
Inconsistent navigation and UI behaviors
Limited flexibility for evolving business needs
As Campbell’s distributor network expanded, the platform also needed to support:
Multiple distributor types and permission structures
Large volumes of operational data
Real-time integrations with internal systems
Critical workflows where small errors could impact distribution operations at scale
The Process
Designing for Complexity, Scale, and Operational Efficiency
Understanding Operational Workflows
A significant part of the project involved mapping the ecosystem of distributor operations and identifying friction points across daily tasks.
This included analyzing:
Multi-role user journeys
Route and retailer management flows
Returns and issue-reporting processes
Operational dependencies between systems
Data visibility and decision-making pain points
My ROLE
Establishing a Scalable Design Foundation
As the platform continued to evolve, scalability became essential.
To support future growth, I helped create:
Reusable UI patterns
Modular workflows
Responsive layouts
Standardized components
Consistent design behaviors across modules
This foundation improved alignment between product, design, and engineering while enabling faster feature expansion.
The Solution
Building a More Intelligent Operational Experience
The redesigned STAR platform transformed a fragmented legacy system into a more scalable and intuitive enterprise experience.
Key improvements included:
Responsive Multi-Device Experience
Streamlined Operational Flows
Role-Based User Experiences
Improved Data Visibility
Scalable Design System
