Yorvale Ice Cream
A joyful new WordPress website bringing the personality, provenance and irresistible flavour of a family-run Yorkshire ice cream maker to life online.
- Sector
- Food and drink, dairy and consumer goods
- Platform
- WordPress
- Impact
- More than 13,000 users since launch, with organic search leading discovery and clear routes through to stockists
- Services
- Digital strategy, UX and UI design, bespoke WordPress development, content architecture, flavour and product presentation, stockist journeys, technical SEO, analytics, hosting and ongoing support
- Website
- yorvale.co.uk
The challenge
Yorvale is an independent Yorkshire ice cream maker with a distinctive story: ice cream produced at Fossfield Farm since 1989, using fresh milk that travels less than 100 metres from the farm’s own Friesian cows to production.
The company needed a new website that could communicate the quality and personality of the brand while serving consumers, retailers, hospitality businesses and prospective stockists, and giving its dog-friendly Pawvale range a clear presence of its own.
Ice cream, made on the farm
From farm to spoon since 1989.
Made at Fossfield Farm in the Vale of York, Yorvale ice cream has been produced using milk from the farm’s own Friesian cows since 1989. The milk travels less than 100 metres from the cows to production, creating a genuinely local field-to-freezer process.
Its range encompasses traditional dairy ice creams, indulgent contemporary flavours, fruit sorbets, plant-based options and Pawvale, a specialist dog-friendly ice cream range.
- From farm to spoon
- Family run & independent
- From classic to curiously delicious
- Delicious tradition
One brand, several audiences
A tub of ice cream is a simple pleasure. The website behind it has rather more to do.
Someone browsing flavours wants something quite different from a café owner sizing up a 5-litre tub, and both want something different again from a shopper working out which local shop stocks it. Add the people curious about the farm and the ones who came looking for Pawvale, and one brand is quietly running half a dozen errands at once.
The job was to hold all of that without the experience ever feeling like hard work.
What we delivered
The organising idea was a simple one: start with flavour and build everything else around it.
Flavour became the visual and navigational heart of the site, with the range given room to be browsed rather than merely listed. The farm story sits behind it, giving the product its context. Practical routes to stockists and trade enquiries run alongside, close enough to be useful but never competing with the part people actually came for.
Underneath it all sits a platform flexible enough for a range that keeps growing.
A flavour-first digital experience
Flavour discovery is central to the website. We created a dedicated flavour archive that makes it easy for visitors to browse Yorvale’s extensive range, from familiar favourites to more unusual creations. The design is inspired by ingredients and flavours bursting dynamically out of their frames.
Individual product pages provide room for descriptions, serving and pack sizes, allergen and dietary information, photography and related flavour recommendations.
Giving every flavour a place and a personality of its own makes the range easier to explore, whether someone arrives after a familiar favourite or is willing to be surprised.
Bringing the Yorvale story to life
Yorvale’s provenance is one of its greatest strengths. The company is not simply selling ice cream. It is sharing a product made on a working Yorkshire farm by a family business with more than 35 years of experience.
The website places this story at the heart of the experience. Visitors can discover how milk from Yorvale’s own Friesian herd travels less than 100 metres to the dairy, where it is transformed into traditional ice cream using natural ingredients.
This clear field-to-freezer narrative helps distinguish Yorvale from mass-produced alternatives and gives consumers a stronger connection with the people, place and farming heritage behind every scoop.
A colour system that tastes of the flavour
Every flavour page takes on the colours of the flavour itself, so browsing the range feels like opening the cabinet. The design system swaps its palette per product while the structure, typography and journeys stay consistent.
Consumers can explore the range and use the Stockists section to find places where Yorvale products are available, while retailers, hospitality businesses and catering operators are given clear routes to enquire about stocking the range across 5-litre, 2-litre, 500ml and 120ml formats.
Giving Pawvale room to grow
Pawvale is Yorvale’s dog-friendly range, made as a refreshing treat for dogs, with lactase added to break down lactose and fructose used in place of conventional sugar.
It has a dedicated section of its own, keeping its playful character while staying clearly part of the wider Yorvale brand. Visitors can explore chicken and lamb flavours, understand what makes the product different and enquire about stocking it.
That gives a distinctive part of the range room to be discovered, without separating it from the wider Yorvale brand.
Results at a glance
The results
Organic search leads discovery
Search has become one of the principal ways new audiences discover Yorvale, accounting for around half of everyone who has found the site since launch.
After the homepage, the Flavours archive and the Stockists section draw the most attention, which is exactly the route a consumer food brand would want: arrive curious, explore the range, then go looking for somewhere to buy it.
Hundreds of visitors have then clicked onwards to stockists and retail destinations. For a brand sold through other people’s shops, that step off the site is the clearest signal of real purchase intent there is.
“This was our first time working with Bluestone98 and it certainly won't be our last. From start to finish it was a really smooth process. The support we have from these guys has been nothing but top class. A great business full of talented designers. We love our new website, and we've had so many compliments. Thank you.”
Communicating quality and sustainability
Responsibility at Yorvale is not a policy document. It is rooted in how Fossfield Farm actually runs.
Solar panels power the factory, and heat recovered from the cold-room compressors is put back to work rather than wasted. Rinse water from production is reused. Waste from the farm and the factory becomes natural fertiliser that returns to the land, which suits a low-input approach to farming. Packaging has been reworked to use less plastic.
Alongside Brand Reputation Compliance Global Standards accreditation at AA standard and continual product testing, these give customers and trade partners a clear picture of what responsible production looks like in practice at Fossfield Farm.
Built around discovery
People arrive at Yorvale from all sorts of directions: a particular flavour, the farm story, Pawvale, a search for somewhere local that stocks it, or a trade enquiry about 5-litre tubs.
The structure connects those routes to one another without anyone needing to think about how. Someone who came for one thing can easily end up somewhere else that interests them more.
It also leaves room to grow. New flavours, content, stockists, trade information and campaigns can be added as the business moves, without the core experience needing to be rebuilt around them.
Distinctive and characterful
As distinctive as the ice cream itself.
The result is a website that feels as characterful as the products it represents, helping new audiences discover Yorvale and take the next step towards finding or stocking its ice cream.
