Turning a website into a lifestyle with the Langbeins.

The original Annabel Langbein website was a Kiwi go-to for family meals and entertaining. With daughter Rose joining the family business, it was an opportunity to appeal to a whole new audience.


We were tasked with moving the brand narrative from ‘Annabel Langbein’ to ‘Annabel and Rose Langbein’ by creating a lifestyle hub for cooking enthusiasts and everyday kitchen users. This modernised hub needed to continue to inspire their existing customer base but also entice a new generation to join the fold.


Our top priority was designing a website that stood out from the many other recipe websites, that wasn’t skewed to an age group or location, and made the user feel like it was theirs. The new design invites the visitor to explore the Langbein world alongside Annabel and Rose while empowering them to make it their own.

The website was developed using Sanity and Shopify. Sanity being the platform holding the content and products, and Shopify handling the checkout system. We developed a website that not only made the customer feel at home, it gave the Langbein team complete control over any updates. To do this, we created templated content blocks and added personal touches; like welcoming users back when they log in, and saved recipes and checkboxes beside ingredient lists that users can tick off while shopping. We kept it simple without lots of fancy integrations, but amplified the home-made aesthetic and user experience with animation, hover over videos and recipe rollovers to show preparation and cooking times.

Most importantly, the new site was created to feel like a favourite cookbook from the user’s home collection. Easy to navigate, a pleasure to read and a place you want to keep coming back to.


Not only do users of the website feel like they're part of the Langbein family, they feel inspired to spend more time in the kitchen and garden creating and experimenting alongside this mother-daughter duo.

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