ABOUT

Merchant Gourmet are pioneers in plant-based food who believe that eating more plants makes the world better. Their product range is defined by convenience, bold global flavour and a commitment to sustainability. When they undertook a major brand redesign they commissioned Superrb to build a fresh Shopify website to serve as their primary brand hub, bringing together storytelling and e-commerce to attract new customers while making purchasing seamless and enjoyable.

The design identity that emerged is lively and friendly. Strong typography, hand-drawn icons and a bold graphic style work together to reflect the brand’s personality. The look and feel use a neutral background brightened with pops of colour and vibrant patterns drawn from the global origins of their ingredients. The colour palette includes rich tones such as orange, green, blue, yellow, purple which reinforce the global, flavourful, inclusive nature of their offering.

From a functional perspective the site was built to support both commerce and content in equal measure. Product pages are rich with information around preparation, servings, ingredients and nutrition. There are product bundles and cross-sells, subscription options, customer reviews and related recipes to engage users and to boost average order value. Filters on collection pages, quick buy features and customer feedback are used to build trust and improve ease of navigation.

Emphasis was placed on sustainability and brand storytelling throughout. The site helps educate people about the benefits of a more plant-based diet. Behind the scenes Merchant Gourmet’s new site was optimised for search engines, connected with email marketing automation and integrated with ERP systems to support operations.

After the relaunch the results show strong growth across several metrics. Organic site traffic rose by about 53 percent. Traffic to the recipe pages more than doubled (about 130 percent increase). Cost per conversion was reduced by nearly half (around 49 percent decline). A Pinterest campaign achieved a 27 percent engagement rate.