Fairymount Jerky: Creating A New Shopify E-Commerce Store

Finn Gedge Gibb

Completed work

Copywriter

UI Designer

Shopify Designer

Figma

Google Analytics

Shopify

Food & Beverage

Fairymount Jerky: Launching Their First E-Commerce Store with Omnichannel Integration

Introduction

Fairymount Jerky, a growing Australian premium jerky brand, was selling their products at markets, events, and pop-ups but did not have any online sales channel.

To expand their reach and provide customers with a seamless shopping experience both online and offline, they needed a robust e-commerce platform integrated with their physical sales operations.

Our goal was to build their first-ever Shopify store, develop a cohesive brand identity, and establish an omnichannel approach connecting online sales with in-person point of sale (POS) systems.

The Challenge

No existing online store: Fairymount Jerky had no digital storefront, limiting their ability to reach customers outside of physical events and markets or build up a B2C CRM of contacts

Multiple sales channels: They sold products at markets and pop-ups, necessitating a system that unified inventory and sales reporting across online and offline channels.

Brand development: The founders wanted an appealing visual identity that reflected their premium product quality to attract new customers online.

User-friendly shopping experience: The new online store needed to be intuitive, visually engaging, and simplify the purchase process to convert visitors into buyers.

The Solution: Designing a Custom Shopify E-Commerce Site

To address the client's goals, we embarked on a collaborative journey, leveraging the Shopify platform's capabilities along with our expertise in web development and design. The e-commerce site was structured with a focus on user experience and aesthetic appeal.

My Role and Process

I worked directly with the founders from conception through to launch as the lead designer and Shopify developer. My responsibilities included:

Brand Creation

Collaborated closely with founders to define the brand’s visual style — the brand already had an existing logo but was lacking colour schemes, typography

With the founders, we proposed 3 unique brand identities to help visualise the site aesthetic, targeting different customer personas

Working with the founders, we then refined the concepts into a new working brand guideline that best matched their vision

An example of a moodboard created for Fairymount Jerky

UI/UX Design

Designed wireframes and high-fidelity mockups focusing on clean layout, clear product presentation, and easy navigation.

Incorporated Conversion Rate Optimisation principles into the site design to help ensure performance out of the gate following launch.

Designed longer-form rich product detail pages and subscription landing pages to help incorporate storytelling and other unique value propositions important to the brand's premium messaging

Example Homepage Wireframe during the UI/UX process for Fairymount Jerky

Shopify Development & Integration

Translated designs into live Shopify environment tailored to Fairymount Jerky’s product range and business needs.

Set up Shopify POS to integrate physical sales channels with the online store, enabling unified inventory management and consolidated sales data.

Configured payment gateways including credit cards, PayPal, and Afterpay for flexible checkout options.

Testing & Launch

Quality tested all aspects of the site across desktop and mobile to ensure customers have a frictionless checkout experience

Provided training on Shopify admin and POS systems to ensure smooth operations post-launch.

Results & Impact

Rich long-form product detail pages and landing pages help build value and trust with users

Successfully launched Fairymount Jerky’s first e-commerce website.

Sold over 1,500 units across both online and in-person channels since launch.

Streamlined inventory & order management for seamless omnichannel operations.

Received positive feedback from customers praising the site’s ease of use and attractive design.

Conclusion

By building Fairymount Jerky’s first online store combined with Shopify POS integration, we enabled them to expand their customer reach beyond physical events while maintaining operational efficiency.

The cohesive branding and user-friendly design have helped them sell over 1,500 units across channels — positioning them well for further growth in the competitive Australian snacks market.

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