Primal Kitchen
UI/UX Design
A redesign can improve a page. A design system can improve everything that comes after it.
A comprehensive ecommerce redesign that translated Primal Kitchen's evolving brand identity into a scalable digital experience. By connecting creative direction, UI/UX, and a reusable design system, the project improved site performance while giving the team a faster foundation for ongoing optimization.
My Role
Brand & Design Strategy Lead, UI/UX, Design Systems
Disciplines
Ecommerce Strategy, Shopify, Creative Direction, UI/UX, CRO, Design Systems
Scope
Shopify Redesign / Design System / CRO Optimization
Impact
+33% Revenue / +43% Engaged Sessions / 50% Faster CRO Design
Year
2024
Industry
Food & Beverage
A redesign can improve a page. A design system can improve everything that comes after it.
The Brief
A growing brand needed a digital experience that could keep up.
Primal Kitchen was undergoing a broader brand evolution, creating an opportunity to rethink how that identity translated into ecommerce.
The challenge went beyond refreshing the site's appearance. The experience needed stronger visual consistency, clearer content hierarchy, and a design foundation capable of supporting ongoing growth.
We needed to create something that felt unmistakably Primal Kitchen while making it easier for customers to navigate the experience and for the internal team to continuously improve it.
The Strategy
Design for the customer today and the team building tomorrow.
Working closely with stakeholders and the Prismfly design team, I helped establish a creative direction that connected Primal Kitchen's refreshed identity with the functional demands of ecommerce.
Rather than treating the redesign as a collection of independent pages, I approached it as a connected system. Typography, spacing, colors, content hierarchy, and reusable interface patterns needed to work together across the customer journey.
The strategy was to create a consistent experience without limiting flexibility. The team needed enough structure to maintain quality and enough freedom to build new pages, introduce campaigns, and test conversion opportunities without starting from scratch.
The Decisions
Consistency shouldn't come at the expense of creativity.
One of the most important decisions was to make the design system a central deliverable rather than something assembled after the redesign.
I helped establish reusable components, visual patterns, and design tokens that could carry the refreshed brand across different page types and customer interactions.
The challenge was finding the right balance between standardization and customization. A rigid system would make future campaigns and experiments difficult, while too much flexibility would recreate the inconsistencies we were trying to solve.
By establishing shared foundations for typography, spacing, colors, and component behavior, we created a structure that could support new experiences without requiring every design decision to be revisited.
That approach also made the redesign more valuable beyond launch. Individual improvements could become reusable patterns instead of isolated solutions.
The Build
From individual screens to a system built for iteration.
As Brand & Design Strategy Lead, I helped shape the overall creative direction and developed the component-based design foundation alongside the Prismfly design team.
The work connected the refreshed visual identity to responsive ecommerce interfaces, establishing reusable patterns that could be applied across the storefront.
The system brought together typography, color, spacing, components, and shared interface behaviors, giving designers a more consistent foundation for creating new experiences.
It also supported the team's conversion optimization workflow. Rather than rebuilding common interface elements for each new experiment, designers could work from established patterns and spend more time refining the specific experience being tested.
The result was a more cohesive storefront and a design workflow better equipped for ongoing growth.
The Impact
Better performance for customers. Faster execution for the team.
Following the redesign, Primal Kitchen saw a 33% increase in revenue and a 43% increase in engaged sessions.
The internal impact was equally meaningful. The reusable design system reduced CRO design production time by 50%, allowing the team to develop and iterate on new experiences more efficiently.
Together, these outcomes demonstrated the value of approaching ecommerce as both a customer experience and an operational system.
The redesign wasn't just a visual improvement. It established a foundation that could continue supporting experimentation and growth after launch.
The Reflection
The best redesigns make the next redesign easier.
What I value most about Primal Kitchen is that the work improved more than what customers saw on the screen.
A stronger visual identity and a more consistent experience mattered, but so did the infrastructure behind them. By investing in reusable systems, we made it easier to maintain quality while moving faster.
That's how I think about digital design. The goal isn't just to ship something beautiful. It's to build something that makes everything after it better.
Full Credits
Photography
Primal Kitchen Team
Brand & Design Strategy Lead
Martick
Designs
Martick & Prismfly Design Team
WHAT'S NEXT
There's more where that came from.
One project only tells part of the story. Explore more of my work, the teams I've led, and the experiences that shaped how I approach design.
MORE WORK
Different challenges, different industries, same obsession with making things better.
EXPERIENCES
A closer look at my background across technical design, brand-building, creative leadership, digital systems, and hands-on execution over the last few years.