Trajan is a distributor of fast-moving consumer goods, with a portfolio that includes batteries, lighters, adhesives and other everyday products positioned at checkout counters, kiosks and convenience retail. Their primary audience is retail buyers and purchasing managers who need a quick, reliable overview of brands, product lines and cooperation terms. Before the redesign, their online presence did not clearly communicate the breadth of the assortment or the strength of their own brands, such as the ATC product line.

Our goal was to position Trajan as a modern, brand-driven distribution partner instead of just another wholesaler. The new website is structured around three core pillars: brands, product categories and distribution channels. Each brand has a dedicated page with its own visual identity, key benefits and suggestions for shelf and checkout placement. In parallel, we designed a set of reusable graphics for campaigns, POS materials and digital banners, and created a base framework for digital marketing activities – social posts, launch campaigns and landing pages for new products.

Because the website is used both by office-based buyers and field sales reps on mobile, testing focused on responsiveness and fast access to key information – brands, categories, catalogues and contact details. Navigation was simplified so retail and wholesale partners can reach the right product line in just a few clicks, while contact forms and CTAs were optimised for quick business enquiries and ordering.

The result is a digital presence that presents Trajan as a serious partner in FMCG distribution, with clear brand stories, a structured assortment and a modern visual identity. For the client, this means stronger positioning when negotiating with retail chains, better support for the sales team and a solid foundation for future digital campaigns and product launches.