UX Design · Brand Strategy · Shopify · Dev Coordination
One Brand. Many Worlds.
Redesigning Farmley.com to hold a house of brands without losing what makes each one distinct.
UX Design · Brand Strategy · Shopify · Dev Coordination
Redesigning Farmley.com to hold a house of brands without losing what makes each one distinct.
01 — Context
Farmley started as a dry fruits and nuts brand. By the time this project began, it had grown into something more complex — a mother brand with an established sub-brand (Date Bites) and a new one in the pipeline (Maka Shaka, timed for an IPL launch in March 2025).
The website hadn't kept up. It was a catalogue functional but disconnected from the brand's actual packaging, social presence, and positioning. Google Ads money was landing on pages that weren't converting.
"Google Ads money was landing on pages that weren't pretty enough for conversion or compelling enough to make people stay."
02 — Brand Architecture
Before touching a single frame, I needed to understand what each brand was — and what role it played in the structure. This informed every design decision downstream.
Clean, confident, neutral. Establishes trust before handing off to sub-brands.
Rich, warm, indulgent. The dessert that loves you back.
Energetic, playful, light. Makhana-based snack for IPL season.
03 — Key Decisions
Good design isn't always about executing the brief. Sometimes it's about recognising which parts of the brief will hurt the outcome.
Original brief called for sub-brand pages, bundle builder, editorial sections — all simultaneously. Pushed back. MVP first reduces risk, validates the platform, gives a stable base.
Not the most popular Shopify theme. Chosen because it separates content sections cleanly — essential when Date Bites and Maka Shaka need different visual temperatures.
The original nav treated Date Bites as a category alongside Seeds and Makhana. That's a positioning problem masquerading as a navigation problem.
Defined sequence: Farmley brand moment → sub-brand showcase → category → products → social proof. You understand what Farmley is before you're asked to buy anything.
04 — Outcome
"A Shopify build doesn't have to look like a Shopify build. The constraint of a theme is a design problem, not a design ceiling."
05 — Learnings
Owning a project means owning the uncomfortable questions first.The brief had a scope problem. The best thing I did early was slow down, push back, and get alignment on what Phase 1 needed to be.
Brand architecture has to be decided before IA.The nav structure treated Date Bites as a category. That's a positioning problem masquerading as a navigation problem.
Good handoffs are a design artefact too.Spec notes, component documentation, and a clear Phase 2 roadmap — these are the deliverables that outlast the sprint.