Papercut Interactive | Chattanooga Web Design and Digital Marketing
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Paperboard Packaging for the 21st Century

From design to production to distribution, Southern Champion Tray is a leading provider of complete packaging solutions to the bakery, foodservice, and custom retail markets in all 50 states and abroad.


Southern Champion Tray

Extensive research and planning – that’s how the Southern Champion Tray website redesign project began. And that’s how Papercut learned the new site needed to energize and inspire visitors and potential employees by communicating three main ideas: product, people and community. 

Focusing on these key areas, we took a modern approach to design to give users a forward-thinking impression. This included using multimedia enhancements, like video backgrounds, animation, and parallax.

Beyond exciting design, our emphasis was on search engine optimization. The old site was stagnant and overflowing with PDFs. With this in mind, we aimed to make it as easy as possible for the Southern Champion Tray team to make updates via the content management system. The goal was for search engines to find fresh, keyword-rich content to index on a regular basis. We also built in all the functionality they needed, so the site would house fewer linked documents and more live text. 



Papercut studied the company’s audiences, products, and competitors in depth. As part of this, we met with stakeholders across the business, including employees in customer service, human resources, sales, information technology, and the leadership team. 

Research was broken into two phases: search engine optimization planning and business requirements consulting. Key deliverables that made the website build go smoothly included:

  • Opportunities and liabilities report
  • Keyword implementation plan
  • Detailed list of website business requirements
  • Website sitemap


With products at the heart of the site, finding the best way to display the 450 items in Southern Champion’s catalog was imperative. The company needed the site to serve as an extension of their sales team. To make this happen, users need to be able to quickly and intuitively find the product they’re looking for in whatever way is easiest for them – by searching for size, quantity, color, category, name or keyword. To accomplish this, we built an advanced product search with multiple entry points and filters. 

To further spotlight the products, we peppered the permalinks with photos and integrated a 360-degree viewer, so packaging can be seen from all sides. Site visitors can get all the details they might need, download a product brochure and read about the sustainability of each product. And with related products featured at the bottom, they can easily find all available accessories.

Particular design emphasis within the custom packaging pages communicates the company’s vision and capabilities to the professional design community. Papercut built a portfolio loaded with high-quality photography. There is space to showcase award-winning custom pieces and the team’s overall love of packaging, from the drawing board to the marketplace.


The site serves as a hub to highlight the company’s sustainability practices, family-owned values and community outreach efforts. For these reasons, it’s a great recruitment tool that will help Southern Champion Tray staff up as they continue to expand. And applying for a job is easy as one click on the site, making it as effortless as possible for those interested.

We built the Join Our Team page with the goal of attracting the best talent in mind. Benefits, community involvement, and employees in action are front and center. By working with a photography and video vendor, we were able to capture employees and their work environment in photos and videos sprinkled throughout the site. This gives site visitors a peek into a day-in-the-life at Southern Champion Tray. 


increase in organic sessions
increase in mobile sessions
increase in sessions

Spanish Version

Keeping in mind that South America is an important and expanding market for the client, Papercut researched how to best offer a Spanish version of the site. Our recommendation for approaching site translating took the following factors into consideration:

  • How often content would change 
  • Human resources at SCT
  • Search engine optimization 
  • Website structure 
  • Cost for initial translation and maintenance 

We thoroughly evaluated whether a translation proxy service, workflow automation software, or local translator would be the right fit for the client. After presenting the options, Southern Champion Tray decided to go with local translation. To support them in this, Papercut built a duplicate version of their English site. This duplicate site lives at the subdomain and ensures that when a native Spanish speaker visits, they get an excellent user experience, just like those on the English site.

“Papercut was a fantastic partner in transforming our old, static, text-heavy website into a modern, dynamic, graphic-focused sales and recruitment tool. We needed lots of help and the expert staff at Papercut gave it, developing a killer backend database for our product catalog and an attractive, eye-catching frontend to showcase it. Their developers are top-of-the-line and our Papercut project manager was a true partner in bringing together all the resources needed to complete the task. I can recommend Papercut without hesitation.”

– Tim Schoap, Website Project Lead and Learning Coordinator, Southern Champion Tray
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