Shopify Store Redesign

Hi there! 👋

This one wasn't a side project — it was a branding relaunch for a real local Irish business, and it's been the most interesting commercial work I've done this year.

The client

Bri Oils (Omega Pet Food Co) is an Irish business selling plant-based health supplements for animals. Their product is a cold-pressed linseed/flaxseed oil — the highest plant source of Omega 3 (ALA) — sold for dogs, horses and ponies.

The benefits they sell on are practical, not vague:

Less dry, itchy skin and a visibly better coat
Support for joints and bones, and calmer inflammation
Better digestion and nutrient absorption
Immune support and general vitality

Their positioning is "Sustainable • Backed by Nutritional Science", and the store tagline is "Plant-Based Omega 3 Oil for Shiny Coats & Happy Pets."

Live: brioils.store

Why a relaunch, not a redesign

The product was already trusted — the customer base is Irish breeders, horse trainers and event riders, and the testimonials do more selling than any headline I could write. The problem was that the store didn't look like a brand people would pay a premium to. So this became a branding job first and a Shopify job second.

What I actually did

1. Brand-led, then built

Type, colour and photography came before any Liquid. Once the brand felt right — natural, clean, science-backed without being clinical — the store built itself much faster.

2. Dawn as a base, customised in Liquid

Dawn gives you performance and accessibility for free. I customised sections in Liquid rather than fighting the theme, which keeps the store easy for the owner to run without me.

3. Education on the product page

One product serving three different animals means three different buying questions. The product page had to answer "why flaxseed?", "how much for my dog vs. my horse?", and "will this actually help the coat?" before the add-to-cart.

4. Testimonials as proof, not decoration

Named Irish breeders and riders vouching for the product is the strongest asset the brand has, so I gave it real estate instead of burying it in a carousel at the bottom.

5. Mobile first, genuinely

Most of the traffic is people on their phones at a yard or after a walk. If it didn't work with one thumb, it didn't ship.

What's Next?

A new theme is in progress and launching soon — the goal is a faster storefront, a cleaner subscription/repeat-purchase path, and separate journeys for the equine and canine audiences instead of one page trying to do both.

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Owen
Building with Next.js, AI, and anything that solves problems.