Grilo Alimentos Small packs, big flavours: the Grilo brand translated for digital
Testimonial
“An agile team, quick in communication and in delivery.”
Our experience with Elleven was very good. They handled the entire development and delivered our new website in a matter of weeks.
THE BRAND
Based in Itatinga/SP and more than 15 years in the market, Grilo Alimentos lives by a simple idea: small packs, big flavours. Its single-serve sachet range — olive oils, sauces, vinegars, soy sauce, salt, sugar and seasonings — brings flavour, convenience and hygiene to two worlds: everyday life at home and the operations of restaurants, snack bars and delivery businesses across Brazil.
With a warm, good-humoured identity anchored in its mascot and the motto "tasty moments around the table", Grilo turns a convenience product into a brand with personality.
THE CHALLENGE
The sachet is the most invisible product on the table. Nobody chooses a sachet; it simply shows up with the order. In this category, digital presence usually amounts to a static PDF catalogue and a contact form: the brand disappears behind the product. Grilo's challenge was the opposite: to turn a low-ticket, high-frequency item into a brand with its own territory, memory and desire.
And to do that while speaking to two audiences that buy for opposite reasons. At home, the argument is flavour, convenience and the moment at the table. In food service, it is portion control without waste, a hygiene seal, resistance in delivery and predictable cost. A single site, with no cart, had to serve both — building appetite on one side and qualifying commercial leads on the other, without either message cancelling the other out.
THE ELLEVEN SOLUTION
Elleven built the Grilo Alimentos website as a brand environment with a clear commercial job: to build desire in B2C and generate qualified quotes in B2B:
One homepage, two journeys. The narrative opens in emotional territory ("Tasty moments around the table") and moves down into a block dedicated to food service, with the arguments an operations owner actually weighs: standardised portions, guaranteed hygiene and performance in delivery. Each audience finds its own path without noise.
The catalogue as the core of the site. The entire range got its own pages with consistent product photography, fast navigation and fluid reading on mobile — replacing the PDF catalogue with a living, indexable and updatable digital asset.
Recipes and a blog as a search engine. Top-of-funnel content that captures the real intent of people searching for "Italian dressing for salad" or "vinegar in chickpea salad", sustaining SEO and AIO and bringing qualified organic traffic into the catalogue.
Conversion without a cart. The B2B journey ends at two direct contact points — a quote request and a commercial WhatsApp — shortening the path between discovery and the sales conversation.
Identity translated into interface. The mascot, the checkered pattern, the moving band carrying the brand signature and the palette became a consistent design system from header to footer, giving Grilo a digital personality the category does not have.
Performance and editorial autonomy. Images optimised in WebP with context-specific variants, accessible navigation and a CMS that lets the Grilo team publish products, recipes, posts and an Instagram showcase without depending on a vendor to run the day to day.
