(CASE STUDY) EARTHMEAL · 2025
Comfort food, redefined as a daily subscription ritual.
Built EarthMeal’s overnight-oat storefront around a four-step PDP configurator with subscribe-and-save baked in — turning a single SKU family into a flavor / size / quantity / cadence builder, with editorial brand pages the team can ship from without a developer.
Responsive · live homepage at 1440 / 820 / 414
(01) PROBLEM
Sell a single SKU family four ways without splitting the catalogue.
EarthMeal sells two blends (Lite Fuel, Super Fuel) in two flavors (original, cacao), three pack sizes, and either as a one-time order or subscribe-and-save. That’s twenty-four buyable combinations — but customers shouldn’t have to face twenty-four product cards. The challenge: one PDP that walks a first-time visitor from “what is this” to a configured subscription in four taps, while still giving the merchandiser room to publish ingredient deep-dives and brand storytelling without dev support.
(02) APPROACH
Four-step PDP, sectionable storytelling, subscribe-and-save as the default path.
- Four-step configurator — flavor → size → quantity → plan, with the running price summary anchored to the subscribe CTA.
- Subscribe-and-save 20% as the visually dominant plan, with cadence picker and one-time as the alternate.
- Ingredients explorer — twenty-plus superfoods rendered as a filterable grid, each card opens a deep-dive with claims and provenance.
- Founder narrative page built from sectionable theme blocks the team can re-order and re-publish in WP-style, no Liquid edits required.
- Performance pass — recipe-image pipeline, async testimonial slider, removed unused theme bundles.
(KEY PAGES)
Other pieces of the build, page by page.
(03) RESULT
Subscribed by default. Editable by the founder.
- Sub-share
- 68%
- PDP CVR
- + 41%
- LCP
- − 47%
Two-thirds of new orders now ship as subscriptions. The four-step configurator removed the SKU sprawl without splitting the catalogue. Ingredient and story pages are published by the founder directly — no dev tickets, no Liquid edits.
(04) SCOPE
Stack
- Shopify
- Custom Liquid theme
- Subscriptions
- Klaviyo
- Reviews.io
Deliverables
- Custom Liquid theme
- Four-step PDP configurator
- Subscribe-and-save plan
- Ingredients explorer
- Editorial story sections
- Performance optimisation