This project wasn’t about producing a set of standalone websites. It was about building a digital system that matched how Morliny Foods operates as a group.
Morliny Foods sits at the centre of several established food brands, each with its own identity, audience and market role. Some of those brands need to be browsed and discovered. Others need to support repeat trade customers placing regular orders. Trying to solve all that with a single site would have created compromises in every direction.
Instead, the solution was a suite of websites that work together, with a clear distinction between group-level functionality and brand-level presentation.
Separating group operations from brand storytelling
At the heart of the project is morlinyfoods.co.uk, the group-level website.
This site isn’t designed to sell an idea or tell a story. Its job is to support customers who already have a relationship with the business. It provides practical information about the group and crucially, a secure login area that replaces a previously manual ordering process.
That portal behaves like a traditional online shop, but without payment. Customers can browse products, build orders and submit them directly through the system, removing the need for paper forms, emails, and back-and-forth clarification.
Alongside that sits the brand-level websites - including morliny.co.uk, PEK, Krakus and Elit Foods. These sites are intentionally different in tone and purpose. They’re there to present products, communicate brand values and help customers understand what each range offers.
Keeping those two layers separate made everything clearer. The group site focuses on function. The brand sites focus on identity.
A shared framework, not duplicated work
Although the sites serve different roles, they’re built on a shared technical functionality.
This allowed us to standardise core behaviours across the entire suite. Navigation works in familiar ways. Layouts respond consistently across devices. Forms, performance and accessibility are handled in the same way everywhere.
On top of that, each site applies its own visual language. Colour, typography and imagery shift from brand to brand, but the underlying structure stays familiar. That means users don’t have to relearn how things work when moving between sites, and the internal team isn’t managing five completely different systems.
Design led by clarity and trust
The design across the suite is deliberately restrained.
On the group website, this is about confidence. Customers using the login portal need to trust the system they’re ordering through. The interface is clear, predictable and focused on getting from product selection to order submission without friction.
On the brand sites, the balance changes slightly. There’s more room for visual expression, heritage cues and product imagery, but clarity still comes first. Products are easy to browse. Supporting information is close to where it’s needed. Nothing relies on novelty for its own sake.
The login portal: built around real ordering behaviour
The most complex part of the project sits within the morlinyfoods.co.uk login area, and it was designed around how customers actually place orders.
From a customer’s point of view, the system behaves like a shop. Products can be viewed in either a grid or list format. Filters allow items to be narrowed down by brand or product type, and customers can mark favourites so frequently ordered items appear at the top of their listings.
Minimum order quantities are handled at a product level, based on whether goods are sold by case or weight. When a customer attempts to override those minimums, the system allows it but presents a clear, visible warning so there’s no ambiguity about what’s happening.
Pricing can be viewed in either GBP or EUR, depending on customer preference, and orders are placed against a selected delivery date. Available delivery days are defined per customer, with a built-in two week lead time to reflect operational reality.
Once an order is submitted, confirmation emails are sent to both the customer and the Morliny Foods team. At the same time, the system generates structured order files that integrate directly into Morliny’s internal processing systems.
Backend tools designed for day-to-day use
Behind the scenes, the system gives Morliny Foods team full control without relying on developers for routine updates.
Products can be created and managed through the CMS, including images, categories, descriptions, pricing in both currencies and detailed specifications such as weight, case size and minimum order quantities.
Customer accounts can be created and managed internally, with names, email addresses and internal reference codes all stored within the system.
Orders are easy to review and search, and when an order is received the system automatically generates Excel files formatted specifically for Morliny’s internal workflows. Depending on the type of goods ordered, multiple files can be created and routed to the correct teams, with different specifications for frozen, canned or specialist product categories.
This automation removes manual steps, reduces the chance of error and allows orders to move straight into processing.
Brand sites that feel independent, but connected
While the group site handles operations, the brand sites focus on presentation.
Each brand has its own tone and emphasis. Some lean more heavily into heritage and provenance. Others focus on range visibility or retail availability. What matters is that they don’t feel disconnected from one another.
Shared navigation logic, consistent contact handling and a common technical approach mean the sites feel related, even though they don’t look the same. Users can move between them without feeling lost, and the group structure is always clear.
That balance between independence and cohesion was a constant theme throughout the project.
As Teodora Chivu, Category Marketing Executive for Morliny Foods, noted:
“RWD has worked to refresh our 5 websites and the results have surpassed our expectations. The team excelled at understanding our needs and the brands’ essence with minimal briefing, creating a perfect balance between aesthetics and functionality. Seamless communication, coupled with a collaborative spirit, made the entire process a partnership rather than a transaction, I would definitely recommend them!”
A system designed to evolve
The finished result isn’t a static set of pages. It’s a platform that reflects how the business works now, and how it’s likely to grow.
New products can be added easily. Brand content can evolve without affecting the ordering system. Additional brands can be introduced without rebuilding everything from scratch.
By clearly separating group-level functionality from brand-level storytelling, and supporting both with a shared technical foundation, the Morliny Foods website suite now works as a collective system rather than a collection of individual sites.
