Merchant Gourmet
Building an appetite for changeMerchant 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.
Identity
Bold fonts, hand drawn icons and a strong graphic style came together to create a friendly, yet punchy online identity.
Industry
Food & BeverageDeliverables
Web design, Shopify e-commerce, SEO & Email MarketingVisit site
www.merchant-gourmet.comColour
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.
Heading
PP Formula Condensed
Subheading
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
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.
Brilliant agency with a highly talented, friendly team! We worked with Superrb to build the Merchant Gourmet website and DTC channel from scratch, email marketing and SEO. They always come up with great, creative ideas & solutions that put the consumer at the heart.
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.
