Primal Nutrition

An online subscription-based supplement and meal service for athletes and weekend warriors alike.

Project Description

We opted for Shopify for a variety of reasons, but mainly so we could tap into their industry-leading POS system and cleanly keep track of inventory while leveraging subscription and customer-incentive plugins. The online store is centered around a "Build Your Pack" and "Meal Plan" subscription service so customers can have their routine supplements and meals automatically shipped to them.

Typography & Colour

We wanted the brand to look natural and organic, but professional and strong. Being a nutrition company, we also wanted to embody freshness, so we opted for a soft, hazy green and light grey. We also decided to use two of our favorite sans-serif fonts, Proxima Nova and Futura PT, which give the brand that clean, modern look we were after.
  • Aa
    • abcdefghijklmnopqrstuvwxyz
    • abcdefghijklmnopqrstuvwxyz
    • 0123456789

    Proxima Nova -Regular,Medium,Bold

  • Aa
    • abcdefghijklmnopqrstuvwxyz
    • abcdefghijklmnopqrstuvwxyz
    • 0123456789

    Futura PT -Demi,Heavy

  • Green Haze

    • HEX:#009554
    • RGB: (0,149,84)
  • Fun Green

    • HEX:#006237
    • RGB: (0,98,55)
  • Dove Grey

    • HEX:#717171
    • RGB: (113,113,113)
  • Mine Shaft

    • HEX:#222222
    • RGB: (34,34,34)
  • #009554
  • #006237

Web & UI Design

We knew we wanted our brand to be bright and fresh so we started with a lot of white and added color from there. We did our own photography shoot for all of the products as well as the athletes and lifestyle shots, which allowed us to get exactly what we needed.

Ongoing Promotions

We've used the carousel and featured boxes liberally to get across a lot of important messaging.

Promotions are common in the e-commerce world so we want to keep these components reflecting those.

We also featured our talented athletes and our latest Instagram photos to keep people updated quickly and easily.

Website Development

This is a Shopify theme built in Liquid. We started with a base theme and then customized it from there. We tapped into the API for the Recurring Billing plugin we're using to build out a custom "Build Your Pack" page. We also added a page for similar, subscription based meal plans.



  • CSS
  • HTML
  • Javascript
  • Liquid


  • jQuery
  • SASS


  • Instagram

Third Party

  • Smile io
  • ReCharge


  • Mobile First
  • Responsive


We've run various Facebook and Instagram campaigns for the custom packs, meal plans, holidays, and special promotions. Primal Nutrition has leveraged our photography team on an ongoing basis, so we're able to do photo shoots with the official Team Primal athletes, as well as the staff when preparing for new campaign launches.
  • Screen
  • Screen
  • Screen
  • 31% Click Through Rate (CTR) on Google Adwords
  • 60% Increase in Website Traffic
  • 13% Engagement Rate from Ads

See What We Did for Rac N Roll