Overview
Organic Formula is a specialist retailer of European organic infant formula, offering brands like HiPP, Holle, Lebenswert, and Kendamil to parents in the US and beyond. They exist to give parents access to the clean-label, organically certified European formulas that have long been trusted by families across the continent but have historically been difficult to source in North America. Every product is authentic, properly stored, and shipped with care.
The Challenge
Infant formula is arguably the highest-trust purchase category in eCommerce. Parents choosing formula for their baby are not going to buy from a store that feels anything less than completely reliable, well-informed, and safety-first. The store needed to communicate the sourcing credentials, the authenticity guarantees, and the brand expertise at every stage of the purchase journey — because any doubt at all means a lost customer.
Our Approach
We rebuilt the store around safety, clarity, and parental confidence. The homepage was restructured to lead with authentication guarantees, brand credentials, and a clear explanation of why European formula is different. Navigation was simplified around age stage and dietary need, making it easy for first-time buyers and parents mid-transition to find the right product without feeling overwhelmed.
Product pages were redesigned to surface ingredients, certifications, preparation guidance, and feeding stage compatibility at the top of the page — giving parents everything they need to make the decision with confidence. Subscription was positioned as the primary purchase option for ongoing feeding needs. Mobile was fully optimised.
What We Delivered
Custom Shopify theme design and development
Safety, authentication, and trust-first homepage
Age stage and dietary need navigation architecture
Ingredient, certification, and preparation product pages
Subscription-first flow for ongoing feeding needs
Mobile-first responsive build and speed optimisation
