RawGen
RawGen makes small-batch smoothies from whole fruit and superfoods. They had customers and no shop: everything ran through Instagram. I designed the store that replaced the DMs — the catalogue, the product pages, the editorial around them, and a flow that lets people build a box of their own flavours.
The problem
Selling from an Instagram feed works until it doesn’t. There is no catalogue, so every question about flavours, ingredients or price is answered by hand, one message at a time. There is no checkout, so every order is a conversation. And a smoothie is not an impulse buy the first time round: people want to know what is actually in it before they drink it for a week.
How we approached it
Instagram had been doing two jobs at once: selling and explaining. The store had to take over both. So the structure splits along that line — a straight path for people who already know what they want, and editorial pages for people who don’t yet.
The centre of the store is a box you build yourself — choose a box, pick flavours, review, check out. It matches how these customers actually buy: not one bottle, but a week of them, in a combination that is theirs. Everything else exists to feed that flow: the flavour grid, the pairing suggestions, the pop-up that explains a flavour without losing your place.
Result
Customer acquisition grew after launch. The shop now does the explaining and the selling that used to happen in direct messages, one buyer at a time.
Build your box
Four steps, each one a single decision.
Storefront
Editorial
The part Instagram used to carry: what these ingredients do, how to prepare them, why any of it matters.
Hero directions
Three ways to open the same store — product, ingredient, appetite.
