Grazly Rebuilt the Experience, Not the Platform
Grazly was started by Matthew&Michael Kagan, two brothers who took their health into their own hands after struggling with autoimmune issues.
Their products - wild game snacks, organ crisps, bison tallow skincare - are rooted in ancestral health and built on the belief that food and lifestyle are the foundation of wellness.
From day one, they’ve attracted customers who share that mindset. But the website wasn’t keeping up.
Confusing navigation, crammed collection pages, product pages missing key storytelling, and a subscription experience customers constantly complained about. The site didn’t reflect the clarity or conviction behind the brand.
We partnered with them to change that. Not by rebuilding their Shopify store from scratch, but by working within their existing theme and rethinking the experience across the board. The goal: make it easier for customers to discover, understand, and shop.
Project highlights:
➤ A fresh, visual navigation and PLPs to improve discovery and drive add-to-cart
➤ Redesigned PDPs with clear benefits, FAQs, social proof, and comparison charts to support education and conversion
➤ Partnered with Awtomic to launch a new subscription experience, including a flexible build-a-bundle flow
➤ Reimagined the cart experience with Rebuy Engine to boost AOV with upsells, express checkout, and subscription prompts
➤ Created new brand storytelling moments throughout the site to lean into the brand's value props
What I loved about this project was how clear the founders were about what they wanted to achieve, and how deeply they understood their customers.
Everything we did was about helping them go deeper with their loyalists while welcoming new customers with a more seamless experience.
Their brand isn’t built on gimmicks or quick wins. It’s built on belief, education, and a no-BS approach to health.
Continually inspired by Matt & Mike and what they're building with Grazly.
And of course, props to the project team at BARREL, A CPG Commerce Agency & Shopify Plus Partner for a job well done.
Full case study linked here.
