Farmley.com Redesign
Sr. Visual Designer
47 days · brief to live MVP
UX✓
Brand system✓
Shopify build✓
CASE STUDY →
FARMLEY · DVJ · 2026
D2C · House of brands · Shopify
Farmley.com Redesign
Farmley had grown into a house of brands everywhere — packaging, ads, social, retail — except its own homepage, which still presented as a single brand running a celebrity campaign. I rebuilt the storefront to carry three identities in one system, and shipped it in 47 days ahead of the Valentine's Date Bites launch.
CLIENT
Farmley
ROLE
Sr. Visual Designer · project owner
TIMELINE
Dec 2025 – Jan 2026
SCOPE
UX · Brand system · Shopify
47 days
brief to live MVP
1 → 3
brand marks in the header
150+
SKUs reorganised by need
4 teams
aligned to ship
01
From one brand to three
Over three years, Farmley stopped being one brand and became three. Each had its own identity — distinct on packaging, in ad creative, on social, and in retail. The one place that identity disappeared was the website: the homepage still spoke as a single brand, and the sub-brands were invisible as brands.
FarmleyThe masterbrand. Dry fruits, seeds, roasted mixes. Everyday, better-for-you.
Date BitesNo-added-sugar date desserts. 'The dessert that loves you back.' Started as one product, now its own line.
Makha ShakaA makhana-based snack built to land with a younger, Gen-Z audience.
02
The storefront gave its best real estate to a campaign
The site wasn't broken — it was a reasonably built Shopify store. The problem was sharper than 'it looks bad,' and naming it precisely is what made the redesign worth doing.
The homepage gave its best real estate to a campaign, not the brand.Both the hero and a full promo slot were a Rahul Dravid ambassador campaign. The brands themselves — the thing Farmley had spent three years building — never got the front of the store.
Every Meta ad landed here — so the site was leaking the marketing budget's ROI.Paid acquisition drove traffic onto a page that didn't match the ad creative or the brand the ad sold. The website wasn't an aesthetic problem; it was quietly taxing every rupee of ad spend.
150+ SKUs sat on an undifferentiated shelf.'Products of the Month' and 'New Launches' are merchandising labels, not a way to help someone choose. Across three brands and 150+ products, a visitor had no way to self-select by what they actually wanted.
Why it had been left alone.The website didn't move top-line the way other bets did, so it lacked an owner, and the people who could greenlight it were busy with bigger things. Part of the job was making the case and pulling alignment, not just designing screens.
03
What I had to design within
Shopify + Shopflo.Theme and checkout constraints were fixed. The job was to design within the platform, not fight it.
Mobile-first.Most traffic is mobile; the design had to be decided on mobile, not adapted to it.
47 days, hard deadline.It had to be live before the Valentine's Date Bites campaign — a real revenue moment, not an arbitrary date.
Four stakeholder groups, low availability.Head of marketing, brand managers, the Shopflo team, and revenue. Alignment came from short visual updates and consistent stand-ups, not long meetings nobody had time for.
04
The calls that shaped the build
Put the brand architecture in the header.I replaced the single 'Farmley' wordmark with a three-brand lockup (Farmley, Date Bites, Makha Shaka) in the persistent header, and moved category navigation into a consolidated menu. Tradeoff: foregrounding three marks risks diluting the masterbrand and crowding the header — but keeping one wordmark kept the house-of-brands story invisible, the exact problem I was there to fix. I chose legibility: a visitor should read 'house of brands' in the first second, before scrolling.
Replace the ambassador hero with a current-launch, packaging-matched hero.The new hero leads with the Coffee Rush Date Bites launch, in the brand's own colourway, timed to the Valentine's campaign. Tradeoff: I gave up the pull of a celebrity face. What I bought back: a homepage that matches the ad creative driving traffic to it, expresses the actual brand, and surfaces the product the business was about to spend to promote.
Reorganise 150+ SKUs into need-based browsing.'Shop By Category' with need-led tabs — Party Snacks, All Natural Desserts, Better For You — plus brand-led category cards. Tradeoff: pure brand-led browsing would have reinforced the house-of-brands story but left a visitor who doesn't know the brand names stuck. Need-led entry meets people where their intent is, then routes them into the brands. I led with need and let brand do the second layer.
Design with the platform, for the basket.Rather than custom-build against Shopify, I worked inside the theme and let Shopflo's cart carry basket-building (threshold offers, recommended products). My job was to get the right traffic into a coherent path; the cart's job was to grow the basket once they were in it.
05
What changed, and what each change was for
The house of brands is legible on arrival.One wordmark became three marks. A visitor who lands from a Date Bites ad now sees Date Bites and discovers Makha Shaka and Farmley in the same glance — cross-brand discovery the old header made impossible.
Each brand gets its own space without breaking the system.Distinct colourways and packaging-forward cards let every identity stay itself while living under one storefront — the 'three identities, one system' problem, resolved.
Browsing now starts from intent.Instead of scrolling a generic shelf, a visitor self-selects by occasion or goal across 150+ SKUs, then lands in the relevant brand. Fewer steps from 'I want something' to 'this one.'
The homepage finally matches every other touchpoint.The site now looks like the packaging on the shelf and the creative in the feed. The inconsistency that was quietly costing trust — and taxing ad spend — is gone.
And it shipped in 47 days, ahead of the Valentine's campaign.The deadline that made the whole project real.
06
What I’d instrument
I didn't carry post-launch analytics out of the project, so I won't put a number I can't stand behind on this page. But growth design is as much about what you'd instrument as what you shipped — so here's what I'd watch, mapped to each decision:
Paid-landing conversion & bounce.Does aligning the homepage to ad creative lift conversion on Meta-driven traffic? Tests the ROI-leak thesis directly.
Category tab CTR and depth.Are need-based tabs actually how people enter? Which intent wins?
Cross-brand discovery.Share of sessions that touch more than one brand. Tests the header lockup.
AOV and threshold-offer take rate.Is the basket growing via the cart's bundle / threshold mechanics?
Mobile add-to-cart rate.The mobile-first bet, validated or not.
07
What I’d do next
A/B the need-led vs. brand-led entry to settle which actually converts, rather than assuming.
Pull paid-landing pages into the same system so every ad lands on a brand-true page, not just the homepage.
Build a light token set so three brands can scale to four without a redesign each time.
TL;DR — in case you jumped here
- 01Rebuilt Farmley.com to carry three distinct brands — Farmley, Date Bites, Makha Shaka — in one Shopify storefront without any of them losing their identity.
- 02Replaced a celebrity-campaign hero with a packaging-matched, launch-led homepage so every Meta ad lands on a page that matches what it sold.
- 03Reorganised 150+ SKUs into need-based browsing — Party Snacks, Desserts, Better For You — so visitors can self-select by intent rather than scrolling a generic shelf.
- 04Pulled alignment across four stakeholder groups (marketing, brand managers, Shopflo, revenue) through short visual updates instead of long meetings.
- 05Shipped in 47 days ahead of the Valentine's Date Bites campaign — a hard revenue deadline, not an arbitrary one.
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