Forage

The brief

The retailer converted well in its shops and badly online. The existing store was a template: a grid of jars, refill logic hidden behind FAQs, and sustainability copy doing the work the experience should have done. The ask was simple to say and hard to do — make the store sell the way their best floor staff sell.

The approach

We rebuilt the catalogue around how people actually shop refills: by routine, not by category. The product page leads with weight, price per 100g and what container the order arrives in. The basket keeps a running tally of packaging avoided — stated plainly, never celebrated.

Art direction swaps glossy lifestyle photography for honest texture: produce, paper and glass on oat-coloured ground, photographed flat and lit like a market stall, not a studio.

Where it landed

The store now explains zero-waste mechanics inside the interface itself — no manifesto page required. Refill reordering is a two-tap routine, and the design system absorbs seasonal range changes without new layouts.