Edenesque makes small-batch chef-crafted plant-based milks, and their Barista Blend range needed a digital presence that matched the quality of the product. I created the conversion layer for their launch: how the brand shows up on product pages, in paid social, and at the moment a visitor decides whether to opt in.

I redesigned the PDPs for both Oat and Pistachio Barista Blends, restructuring the pages around benefit-led storytelling, social proof, and clearer purchase pathways, with shift from a generic template to a fully branded, shoppable experience.

Alongside this, I built a paid social creative system: review-led ads, product-benefit callouts, and the "Why Not Go Oaty? / Go Pistachio" concept designed to give the brand a repeatable hook across formats.

I designed a three-variant popup test with a two-step quiz, a one-step quiz, and a mystery discount - so the brand could learn which capture mechanic converts best, which achieved a 6.7% opt-in rate.

Skills: e-commerce strategy, conversion design, PDP design, subscription opt-in optimization, subscription buy box design, paid social creative, A/B test design, brand systems.

https://www.edenesque.com/products/barista-blend-oat-milk