Orlo Nutrition, the direct-to-consumer brand from Icelandic biotech company VAXA, produces carbon-negative omega-3 and spirulina supplements derived from microalgae. The science was world-class, but the Shopify store telling that story wasn't. Years of fragmented development had left the codebase disjointed and fragile - every change carried risk and the conversion rate reflected it.
Rather than patch what existed, we audited every layer of the store and identified three pillars: elevate the brand to match the product, rebuild the technical foundation on native Shopify to reduce fragility and cost, and plug the revenue leaks in their subscription ecosystem. For the visual identity, we'd lean into Orlo's Icelandic heritage - light, ethereal aesthetics true to the brand's origin.
We conducted a full AI photo shoot, generating lifestyle imagery rooted in a soft, luminous visual language - lens flares woven through each image to evoke the elemental magic of Iceland. Every product was rebuilt as a 3D render, producing scroll-reactive turntable videos that rotate as users move down the page. Technically, we stripped back app bloat, replacing redundant functionality with native Shopify equivalents.
We redesigned the entire site from the ground up, building a complete design system that gave every page a consistent, cohesive foundation. A full URL audit ahead of launch preserved the existing URL structure wherever possible, with redirects placed for any pages that had moved - ensuring SERP stability throughout the transition.
The rebuilt store delivered increased sales, more orders, and a significantly improved conversion rate - all from a smaller, higher-quality traffic base. Orlo now operates on a leaner, more maintainable platform with lower cost of ownership, stronger brand presence, and a subscription infrastructure built to retain and grow customer lifetime value.

ORLO Nutrition

Carbon-Negative Supplements

Shopify • 2025

Orlo Nutrition, the direct-to-consumer brand from Icelandic biotech company VAXA, produces carbon-negative omega-3 and spirulina supplements derived from microalgae. The science was world-class, but the Shopify store telling that story wasn't. Years of fragmented development had left the codebase disjointed and fragile - every change carried risk and the conversion rate reflected it.

BeforeAfter

ORLO Nutrition

The Challenge

Strategy

Solution

Execution

The Result

ORLO Nutrition

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