Brand, Ecommerce & CRM Transformation,
- The Organic Butchery
- The Organic Butchery
Rebranding a premium organic food brand through design, ecommerce, and data-led customer communications.
🚀 Project Overview
Client The Organic Butchery
Role Creative & CRM Designer (Brand, Shopify Website, Email Marketing & Customer Lifecycle)
Scope Brand identity, Shopify website design & build, CRM strategy & automation (Klaviyo), LoyaltyLion integration, content strategy
I led the end-to-end transformation of The Organic Butchery: brand identity, Shopify website, and a full CRM programme built in Klaviyo. Every decision was guided by a clear commercial goal — strengthening customer trust, driving repeat purchase, and creating a consistent brand experience across every touchpoint, from first email to delivery.
⚡ The Challenge
The Organic Butchery was at a pivotal moment: a loyal customer base, drawn to its commitment to authentic, traceable organic meat, relied on the brand for its transparency and craftsmanship. At the same time, the business needed to modernise its digital presence and communications—but without losing the trust and heritage that had built its reputation.
This meant every decision had to carefully balance business objectives, brand values, and customer expectations. The project involved navigating multiple, interconnected challenges:
Rapid brand refresh: A short-notice rebrand that had to reinforce trust and authenticity, ensuring existing customers still felt valued and connected.
Digital migration: Transitioning from a custom CMS to Shopify while creating a site that maintained the brand’s traditional, premium feel, yet was scalable, performant, and user-friendly.
Customer communications: Implementing email automation that consistently told the brand story, educated customers, and nurtured long-term engagement.
Successfully addressing these challenges required a strategic communications approach, where every visual, digital, and written element served a clear purpose in building loyalty and reinforcing the brand story.
🎨 Brand Design
The rebrand focused on clarity, authenticity, and storytelling, with an emphasis on high-quality food. The new identity for The Organic Butchery was simple, bold, and designed to immediately convey the brand’s core values: premium British organic meat, traceability, and ethical craftsmanship.
A critical part of the narrative was highlighting the quality and care behind every product:
"Every cut is prepared with expertise and respect, reflecting the brand’s dedication to organic, sustainable practices and exceptional craftsmanship."
By positioning quality food at the heart of the brand story, the redesign reinforced trust and loyalty, providing customers with an emotional connection while clearly communicating what made the brand unique. The visual identity was carefully crafted to be timeless yet flexible, allowing it to translate seamlessly across digital and physical touchpoints.
💻 Website Design & Build (Shopify)
With the brand refreshed, the next stage was a full website redesign and migration to Shopify. I designed the homepage, product and collection pages, and About Us section, ensuring the website reflected The Organic Butchery’s artisanal, high-quality identity.
With the brand refreshed, the next stage was a full website redesign and migration to Shopify. I designed the homepage, product and collection pages, and About Us section, ensuring the website reflected The Organic Butchery’s artisanal, high-quality identity.
Alongside the design, I focused on creating a smooth, intuitive user experience. Navigation, content layout, and product presentation were all crafted to guide visitors naturally through the site, while maintaining the brand’s premium, authentic feel across both desktop and mobile devices.
Strategic considerations included:
User journeys: Streamlined pathways for product discovery, purchase, and repeat engagement.
Content hierarchy: Prioritising storytelling about provenance, craftsmanship, and sustainability alongside product information.
Visual messaging: Using typography, colour, and layout to communicate premium quality and tradition.
Cross-device optimisation: Ensuring the site felt consistent and trustworthy on both mobile and desktop.
The design process also involved close collaboration with the in-house team to integrate existing product photography, stock management, and operational workflows, making the migration a smooth and scalable process.
📧 Email Automation & CRM (Klaviyo)
The final stage focused on building a data-led CRM programme that drove measurable commercial results. Using Klaviyo, I developed a full suite of automated flows and campaigns and improved email open rates from 30–40% to a consistent 50–60%.
Key strategic choices included:
Welcome series: 10-email sequence nurturing both customers and non-customers, including brand story, values, and a timed discount reminder
Abandoned cart & browse recovery: behavioural triggers to recapture lost intent
Post-purchase onboarding: showcasing the business, gathering product reviews via Shopify integration
Replenishment triggers: based on individual customer purchase behaviour and buying cycles
Cross-sell sequences: personalised product recommendations based on purchase history
Win-back & lapsed campaigns: data-driven discounts and content to re-engage dormant customers
VIP loyalty programme: integrated with LoyaltyLion, with early access launches and tiered rewards
Segmentation was central to every campaign: VIP tiers, engagement-based lists, and seasonal sign-up incentives. I managed the full campaign calendar, reported KPIs to stakeholders, and coordinated with the buying team to align email promotions with seasonal stock, which drove the majority of annual revenue.
This project shows what's possible when brand, ecommerce, and CRM work together, a consistent customer experience that builds loyalty and drives commercial results across every touchpoint.
