The Happy Protein makes vegan, gluten-free protein chips. I overhauled its Shopify store so taste leads and health follows: one bag and one button on the first screen, three flavours before any claim, five plain lines for the benefits, and a cast of characters on every page. Nothing in it looks like a nutrition label.
For snack founders launching into a health aisle where every brand looks clinical.
The Happy Protein makes vegan, gluten-free chips from pea protein, high in fiber. Its pitch is that nobody should trade taste for health. The store had to say that at a glance, in an aisle where most brands open on a macro table.
Three things changed:
The first screen is one bag, one line and one button: Shop Now.
Three flavours sit as three bags under “Discover your favorite flavour,” so a buyer picks a taste before reading a claim.
The health claims shrink to five plain lines beside the mascot: protein packed, high fiber, gluten-free, plant based, unbeatable crunch.
A snack site that opens on macros is a nutrition label wearing a logo.
The default for this aisle is clinical: a white page, a leaf icon, “clean ingredients.” So I led with taste and built the site around the brand’s cast, a sun, a flower and a moon, in butter yellow and ink navy. The claims are still there, but they no longer carry the first impression.
AI helped me explore options fast. I made the calls on what stayed.
The same cast now runs from hero to footer, and the product appears on the first screen and again as three flavours.
If your product page reads like a nutrition label, send me the link and I’ll tell you the first thing I’d change.
0 likes · 2 views · Nov 5, 2026
The Happy Protein’s Shopify overhaul leads with one bag, three flavours and a cast of characters, then states health claims in five plain lines.
