Redesign Goal: Lifestyle Brand, Clinical Backbone

Kefir Lab's site felt clunky, dated and clinical. It wasn't landing with their core audience: Gen Z and millennial women who treat their health like a luxury they're happy to spend on.

For a lot of shoppers, the site is the first real introduction to Kefir Lab outside of a grocery store shelf. We wanted the site to feel bright and clean, with a color palette and design details that feel elevated, approachable and credible.

The brand's biggest differentiator is that they have peer-reviewed scientific research that supports every claim they make. It's super impressive, but can also be a bit eye-watering to go through. We developed designs that weave lots of product education throughout the site without it being too hard-to-digest. Every product page contains links to research so shoppers can dive deeper at their leisure (while also optimizing the page for conversion).

A Fresh Start on Shopify

With the design direction set, we rebuilt the entire site on Shopify, moving them away from WooCommerce, which was difficult to update and even harder to glean insights from.

A major goal for the project was to entice customers to become loyal fans of the brand. We created a simple setup that allows customers to get their monthly refill of probiotic shots or drinks with just a single click. Behind the scenes, we set up a customer portal to allow customers to easily manage subscriptions via text messaging or easy one-click emails.