overview
industry
year
outcome
Website design & development
Headless eCommerce
UX & conversion strategy
Food & beverage
2025
From sustainability-driven storytelling to a high-performance eCommerce ecosystem, Discovered Wildfoods transformed from a rebranded ethical food concept into a digitally powered growth engine — connecting rural communities, protecting native habitats, and delivering premium wild game to health-conscious Australians nationwide.
view project ↗overview
Discovered Wildfoods exists at the intersection of sustainability and performance nutrition — delivering ethically harvested wild game while protecting Australia’s native ecosystems and supporting rural communities.
After undergoing a rebrand, the company needed a digital presence powerful enough to reflect its mission and ambitious growth plans. The challenge was clear: translate a complex environmental story into a compelling, conversion-focused eCommerce experience.
Our phased rollout strategy enabled us to launch a robust online platform with integrated eCommerce functionality, balancing impact, performance, and scalability — all within defined budgets and accelerated timelines.
Discovered Wildfoods was entering a category that required both education and trust. While the brand’s environmental mission was compelling, wild game remains unfamiliar territory for much of the Australian market. The opportunity wasn’t just to launch a new website — it was to reshape perception and broaden the appeal of wild-sourced protein nationwide.
For consumers, the buying journey needed to feel simple, approachable, and credible.
Sustainability, ethical harvesting, and nutritional benefits had to be communicated clearly — without overwhelming first-time buyers. For chefs and commercial partners, the platform needed to reinforce product quality, supply reliability, and professional credibility.
At the same time, the business required fully integrated eCommerce functionality — enabling curious (and hungry) Australians to seamlessly explore, learn, and purchase lean wild game cuts online.
To compete — and grow — Discovered Wildfoods needed more than storytelling. It needed a streamlined digital experience capable of educating three distinct audiences, converting new customers, and supporting scalable commerce from day one. The challenge wasn’t just launching a site. It was making wild foods accessible.
We designed an immersive, image-led digital experience that allowed the brand’s story to unfold with clarity and intention. Rich photography, subtle transitions, and layered animations brought the premium, earthy aesthetic of Discovered Wildfoods to life — reinforcing its authenticity and handcrafted ethos. The hand-drawn brand elements were thoughtfully animated to echo the tactile nature of the product itself, creating a digital environment that felt grounded, textured, and distinctly human.
The design system leaned heavily into the brand’s verdant palette and natural textures, balancing refinement with warmth. Every interaction was purposeful — enhancing storytelling without distracting from it. The result was a showcase site that positioned Discovered Wildfoods as both premium and accessible, inviting new audiences to explore wild-sourced protein with confidence.
From a strategic standpoint, eCommerce was always the end goal. UX architecture was carefully planned from the outset to support future commerce functionality, ensuring product education, discovery pathways, and trust-building content were seamlessly integrated into the experience.
Working within a defined budget, we prioritized core brand storytelling and foundational infrastructure in phase one. Cart functionality and expanded commerce features were delivered post-launch as part of a secondary sprint — enabling the brand to generate early traction and reinvest revenue into enhanced eCommerce capability.
The result was a scalable, phased digital platform — designed not just to look premium, but to evolve with the business as demand grew.
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We transformed Discovered Wildfoods’ digital presence into a revenue-generating platform — balancing brand narrative with conversion strategy. With a scalable UX foundation and phased eCommerce rollout, the website became a core growth channel built to support long-term expansion.
> Website revenue generated
“We launched Affordable Pools as a brand-new company with nothing but a vision. Craft & Code handled everything — brand strategy, identity design, website development, and a marketing system built to scale. In year one, we did $850,000 in revenue. Now we’re projecting $4.875 million for 2025. The ROAS has been outstanding, and the leads have been consistent and high-quality. They didn’t just help us launch — they're our reliable, dedicated partner for our online success."
THE RESULTS
In new revenue generated 3-weeks post website launch
Increase in traffic 6-weeks post launch
In YoY revenue growth
