Wright's Liquid Smoke is a flavoring product brand and a subsidiary of B&G Foods. The project involved developing a new custom WordPress site for the brand, completed while consulting with the team at Digital Yalo as part of the larger B&G Foods brand platform initiative.
Unlike some of the other B&G Foods brand sites in the portfolio, the Wright's Liquid Smoke project was a new site build rather than a migration from a legacy system. The custom WordPress theme was developed to align with the brand's identity as a barbecue and grilling flavoring product — a category with a distinct visual aesthetic centered on outdoor cooking, smoke, and bold product photography.
A notable technical element of the theming work was the use of JavaScript and custom CSS to incorporate animated smoke effects into the site's visual presentation. This type of visual effect — using code-driven animation rather than video or Flash-based techniques — requires careful performance consideration to ensure the effect runs without impacting page load times or creating issues on lower-powered devices.
The site presented Wright's product line and usage content within the Elementor-compatible theme structure used across the B&G Foods brand platform, maintaining consistency in the underlying component architecture while delivering a visual identity distinct from the other consumer brands in the portfolio.
