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GreenLeaf Organics: Brand & E-Commerce Launch
Client: GreenLeaf OrganicsIndustry: Health & WellnessDuration: 3 months
Overview
Full-spectrum brand identity and e-commerce launch for an organic wellness startup entering a competitive direct-to-consumer market.
GreenLeaf Organics was born from a simple insight: health-conscious consumers wanted organic wellness products they could trust, but the market was dominated by brands that marketed more than they delivered. GreenLeaf's founders — a nutrition scientist and a sustainability advocate — had developed a line of organic supplements, superfood blends, and plant-based protein powders that were third-party tested and certified. What they lacked was a brand. No name recognition, no website, no customer base, and a crowded market where incumbents spent millions on advertising. They needed a complete brand identity and e-commerce presence that would communicate their authenticity and science-backed quality from the very first impression. KumoDevs partnered with GreenLeaf to build their brand identity system and launch their direct-to-consumer Shopify storefront simultaneously.
Challenge
GreenLeaf had a great product line but zero brand recognition, no online presence, and faced entrenched competitors with strong customer loyalty in the organic wellness space.
Solution
Developed a distinct brand identity rooted in sustainability and transparency, paired with a high-converting Shopify storefront optimised for storytelling, subscription sales, and trust-building content.
Results
$120K in first-month revenue from organic traffic alone
4,200 newsletter subscribers acquired within launch week via content-driven landing pages
23% conversion rate on product pages — 2.5x the industry average for DTC wellness
Key Features
Custom Shopify theme with React-powered interactive product configurators and subscription customisation
Transparency-first product pages featuring ingredient sourcing stories, lab results, and manufacturing videos
Subscription engine with flexible frequency options, product switching, and pause/cancel self-service
Klaviyo email automation with 5 onboarding sequences, replenishment reminders, and reactivation campaigns
Loox-integrated verified review system with photo uploads and loyalty-point rewards for engagement
Content marketing engine with blog, recipe section, and founder video series driving organic traffic
Our Approach
KumoDevs took a unified brand-and-build approach. We started with brand strategy: defining GreenLeaf's positioning as 'the transparent wellness brand' — every product page would include ingredient sourcing stories, third-party lab results, and manufacturing details. The visual identity followed: a earthy-yet-modern palette of olive green, warm cream, and terracotta, paired with a custom wordmark logo and botanical illustration system. With the brand locked, we designed and built the Shopify storefront around conversion-driving storytelling. Product pages were designed as rich brand experiences with video backgrounds, ingredient timelines, and interactive nutrition facts. We built a subscription engine with customisable frequency and product switching, integrated Klaviyo for behaviour-based email flows, and launched with a content-first marketing strategy featuring founder stories and educational blog content.
Process
1
Brand Strategy & Positioning
Defined GreenLeaf's brand positioning, archetype, voice, and visual direction through stakeholder workshops and competitive analysis of 15 DTC wellness brands.
2
Visual Identity Design
Developed the logo system, colour palette, typography, botanical illustration style, and photography guidelines — delivered as a comprehensive brand guide.
3
Storefront Design & UX
Designed the Shopify storefront in Figma with 30+ unique page layouts optimised for storytelling, conversion, and mobile-first browsing behaviour.
4
Custom Theme Development
Built a custom Shopify theme with React components for interactive product pages, subscription configuration, and personalised recommendations.
5
Marketing Automation Setup
Configured Klaviyo with 5 email flows, behaviour-based segmentation, product recommendation logic, and A/B test frameworks for subject lines and send times.
6
Launch & Post-Launch Optimisation
Executed the launch with coordinated email, social, and PR campaigns, then optimised based on first-month analytics — improving conversion rate by 5% through checkout flow adjustments.
Client Testimonial
“We had the science and the product quality, but we didn't know how to tell our story in a way that connected with customers. KumoDevs didn't just build us a beautiful website — they helped us find our voice as a brand. The launch exceeded every target we set, and the subscription retention rate has been incredible. They understood exactly what we were trying to build and made it real.”
Technologies Used
ShopifyReactTailwind CSSFigmaKlaviyoLiquidLoox
Screenshots
Technical Details
Built on Shopify Plus with a custom-developed theme using React components embedded via Shopify's extension system for interactive product configurators and subscription management. Klaviyo integration drives behaviour-based email flows with 5 automated sequences for onboarding, replenishment, and reactivation. Loox displays verified photo reviews with a loyalty-point incentive system.
Future Plans
Launch a B2B wholesale portal on the same platform, expand into Amazon with brand-registered listing management, and build a mobile app for subscription management and personalised wellness recommendations.