Salty Dog Brands has been crafting hand-cooked crisps and pub snacks since 2002 — a family business with a distinctive personality and a loyal wholesale following across UK pubs. The challenge was that their digital storefront didn't match their brand energy. They needed a Shopify experience that could convert casual browsers into bulk buyers, support both D2C retail and a wholesale channel, and tell a 20-year brand story with warmth and grit.

An audit of the existing site and brand assets revealed several friction points holding back both conversion and brand perception:

No clear visual hierarchy between the D2C shop and wholesale enquiry flows — two very different buyers were landing on the same undifferentiated homepage

Product pages lacked storytelling context — premium hand-cooked credentials and ingredient sourcing weren't surfaced anywhere near the add-to-cart button

The brand's irreverent voice (puns, dog motifs, pub culture references) was inconsistently applied across pages, weakening memorability

No email capture mechanism — a brand this personality-driven had no way to build owned-audience relationships

Blog content ("The Dog's Blogs") was buried in the footer with no homepage visibility, wasting strong founder-led storytelling

Rebuilt the above-the-fold section to lead with personality — bold headline, animated dog mascot, and a single CTA — removing all homepage clutter.

Separated the D2C shop flow from wholesale enquiry with distinct visual treatments and CTAs, reducing journey confusion for both segments.

Surfaced the "Our Pedigree" origin story and The Dog's Blogs prominently on the homepage to build trust and differentiation from supermarket competitors.

Designed and implemented a footer newsletter module with a 10% first-order discount incentive, directly feeding their email marketing pipeline.

Added ingredient provenance and hand-cooked callouts to product pages – premium signals that justify the price point vs. mass-market crisps.

Bag recycling and sustainability credentials were elevated from footer links to in-page sections, supporting the brand's ethical positioning. The website was built with shopify.