Primal Kitchen

Primal Kitchen was undergoing a broader brand evolution, creating an opportunity to modernize the digital experience while establishing a more scalable design foundation. The challenge wasn't simply redesigning pages. It was ensuring the site reflected the updated brand direction while creating a system capable of supporting ongoing growth and experimentation.

Working closely with stakeholders, I helped shape the creative direction of the redesign and developed a component-based design system that aligned with the refreshed brand identity. The system provided consistency across the customer journey while giving the team the flexibility to rapidly create, test, and iterate on new experiences without sacrificing quality or cohesion.

The result was a more unified digital experience, a stronger connection between brand and product, and a scalable framework that accelerated future CRO initiatives and design execution.

Results

• +33% Revenue

• +43% Engaged Sessions

• 50% reduction in CRO design time