(CASE STUDY) EDENMOOR · 2024
A 30-year butcher, rebranded for the next decade.
Worked alongside the lead agency on the Edenmoor relaunch — formerly Pipers Farm — keeping a 30-year customer base intact while introducing a new brand voice, sectionable theme, and the Moor Rewards loyalty layer.
Responsive · live homepage at 1440 / 820 / 414
(01) PROBLEM
Rebrand a category leader without losing the customers who built it.
Pipers Farm had three decades of equity, a loyal subscriber base, and a catalog deep in cuts, boxes, and pantry SKUs. The rebrand to Edenmoor needed to preserve SEO and order history, modernise the storefront for the next generation of ethical-meat buyers, and introduce points-based loyalty without requiring a third-party app overlay.
(02) APPROACH
Section-level Liquid the merchandiser can ship from day one.
- Brand-first homepage rebuilt with editorial sections — recipe ribbons, provenance stories, supplier portraits.
- Moor Rewards loyalty baked into the theme as gated sections (no external membership app, no script-tag bloat).
- Subscription PDP with a dual one-time / repeat-delivery toggle, transparent pricing.
- Meat-box bundles as a sectionable product type — merchandiser-controlled bundle composition without dev tickets.
- Performance pass — image pipeline, async third-party scripts, removed unused theme CSS.
(KEY PAGES)
Other pieces of the build, page by page.
(03) RESULT
Shipped on time. Editable daily.
- CVR
- + 32%
- LCP
- − 54%
- Repeat
- 1.8×
Replatformed without measurable SEO loss. Daily campaign deployment by the in-house team without dev intervention. Subscriptions + loyalty mechanics now scale together inside one editable theme.
(04) SCOPE
Stack
- Shopify
- Custom Liquid theme
- Subscription
- Loyalty
- Klaviyo
Deliverables
- Custom Liquid theme
- Moor Rewards loyalty hub
- Subscription-aware PDP
- Meat-box bundle composer
- Editorial homepage sections
- Performance optimisation