Pulses & Grains sachets image used for Merchant Gourmet's Shopify e-Commerce website by Superrb
Pulses & Grains sachets image used for Merchant Gourmet's Shopify e-Commerce website by Superrb

Merchant Gourmet

Building an appetite for change

Merchant Gourmet are plant based pioneers who believe that a world where people eat more plants is a better place. Their products focus on convenience, flavour and sustainability, bringing a world of global flavours to your plate.

As part of a major brand redesign, we were tasked with creating a stunning new Shopify website to act as their primary brand hub, combining storytelling and ecommerce to help them win new fans and deliver a frictionless shopping experience.

Merchant Gourmet Logo


Bold fonts, hand drawn icons and a strong graphic style came together to create a friendly, yet punchy online identity.

Food & Beverage
Web design, Shopify e-commerce, SEO & Email Marketing


We selected a neutral background, which we cut through with bright pops of colour and vibrant patterns inspired by the global origins of their products.

R255 G77 B0 #FF4D00
R0 G145 B120 #009178
R43 G191 B199 #2BBFC7
R255 G166 B0 #FFA600
R156 G74 B135 #9C4A87


PP Formula Condensed


PP Formula Condensed

Body copy

Baskerville Regular

Brand activism + commerce

This vibrant and inclusive e-commerce website was designed to educate customers on the benefits of a more plant base diet and to maximise conversions.

  • Rich product pages
  • Product bundles and cross-sells
  • Product subscriptions
  • Brand storytelling
  • Focus on sustainability
  • Customer reviews
  • ERP integration
  • Email marketing automation
  • Search engine optimisation
Full Merchant Gourmet Homepage desktop design
Merchant Gourmet grains imagery used for their website design by Superrb
Merchant Gourmet Recipe panel desktop

Focusing on convenience

Merchant Gourmet are known for their wide array of global flavours. We embedded this passion for pulses in the design of their product pages, including the best ways to prepare and serve, easy access to ingredients and nutritional info and related recipes.

We enabled customers to buy products on subscription and we used AI to generate product bundles to inspire customers and maximise average order value. Collection pages were designed with simple filters, a quick buy feature and customer reviews to build trust with visitors.

Merchant Gourmet Store Page design on desktop

Growth acceleration

Post launch we worked as an extension of the client's marketing team to drive traffic through search engine optimisation and support key seasonal campaigns.

  • 53% increase in organic site traffic.
  • 130% increase in organic traffic to recipe pages.
  • Reduced average cost per conversion by 49%.
  • Pinterest campaign with 27% engagement rate.
  • Email marketing automation with multiple flows.
  • Identifying blogging opportunities.

Creative direction & content

Working with their in house designer, we helped establish a new style of still-life photography which focused on products and their global culinary influences. Props were carefully selected to make the brand culturally relevant and resonate with their target audience.

Merchant Gourmet imagery style developed by Superrb for their Shopify website design
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