I was eating yogurt and granola for breakfast this morning (proof below!) and realized I haven't yet shared a very fun project I worked on this summer with NuTrail.

NuTrail makes nut granola with no added sugar, just nature's nuts and seeds and a little bit of real butter. It's seriously so delicious that it's now a true regular in my weekly Costco order.

Project Highlight: NuTrail Website Redesign

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Redesign Goal: Better reflect the spirit of the brand

NuTrail has built an impressive foundation as a fast-growing, better-for-you snack brand, generating over $100 million in revenue through strong retail performance across major partners like Costco, Amazon, and Walmart.

Their site, however, hadn't kept up with that momentum. Our goal was to transform NuTrail’s digital presence into a strategic growth engine that clearly communicates the brand’s identity, elevates its visual expression, supports retail velocity, and scales alongside an expanding product lineup and category footprint.

Our design phase brought a more playful feel to the visual brand, utilizing brighter tones, highlighting brand photos featuring an active lifestyle, and creating fun-but-subtle animations from badges and illustrations used in the packaging.

A Fresh Start on Shopify

While NuTrail doesn't support direct ecommerce sales yet, we wanted to set them up for that future possibility by building on Shopify.

We engaged with our SEO consultant to do a full audit of NuTrail's existing SEO presence and implemented several new technical strategies to set them up for future success.

Have you heard of GEO yet? Think of GEO like the new SEO, but for AI. While traditional Search Engine Optimization (SEO) aims to rank web pages high in a list of links, Generative Engine Optimization (GEO) aims to get your brand or content directly cited inside an AI-generated answer. We built blog post content and FAQs specifically to improve NuTrail's visibility in AI recommendations for great granolas.

Overall, we feel super excited about this work and absolutely loved working with the kind, passionate and smart team at NuTrail.

Happy trails,

Ashli

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 specializing in ecommerce design, development and strategy.

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