This week, we launched a new website for Kefir Lab! Kefir Lab makes probiotic drinks for people who actually care what's in them. They are sold nationwide in stores like Whole Foods, Erewhon, and Sprouts... but their website was outdated and needed a makeover.

Project Highlight: Kefir Lab's Website Redesign
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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.

Coming Up Next: Agentic Shopping

In Q4, Kefir Lab will be launching Basis' first AI storefront, where shoppers can ask, discover, and buy through one experience. Our goal is that customer shopping on Kefir Lab AI will convert at 2x the rate of traditional storefronts. We can't wait to report back on that soon!

Let's Build Yours If you're an e-commerce brand looking to improve conversion or better connect with your audience, we'd love to chat with you. Just reply to this email. Can't wait to connect.

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​Basis is an independent creative studio that believes how you sell is just important as what you sell. Read our manifesto.​

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