From Pharma to Luxury Wellness: A headless Shopify redesign that boosted conversions 482% and redefined the brand.

The challenge: repositioning BrunoMD and fixing a broken user experience

BrunoMD, a health and wellness brand rooted in Italian traditions, faced significant hurdles in scaling their business. Despite offering high-quality, collagen-based products aimed at promoting holistic wellness, their conversion rate lingered at a dismal 0.16%, and poor mobile performance (23% Google PageSpeed score) hindered user engagement.

Adding to the challenge, their branding leaned too heavily on pharmaceutical aesthetics, misaligning with the premium, lifestyle-oriented audience they hoped to attract. Their mission to foster repeat purchases through subscriptions and establish themselves as a leader in the health and wellness market required a complete overhaul—of their brand, their messaging, and their eCommerce architecture.

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Uncovering the misalignment through discovery

Through a comprehensive discovery process, we identified the disconnect between BrunoMD’s branding and their ideal audience. Their messaging attracted younger buyers looking for supplements rather than the affluent, lifestyle-driven demographic that values long-term wellness.
We crafted a strategy to reposition BrunoMD as a luxury wellness brand, drawing on their Italian heritage and emphasizing the Mediterranean lifestyle. The approach combined a digital rebrand, advanced user experience enhancements, and a high-performance headless eCommerce architecture.

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1. A digital rebrand rooted in Italian heritage

To elevate the brand, we overhauled its identity, blending Italian luxury with modern wellness values.

Tagline refresh: “Live the MDiterranean Life” encapsulated BrunoMD’s Italian roots and holistic approach to wellness, focusing on longevity and vibrancy.

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Visual identity: Vibrant, Mediterranean-themed imagery showcased the products in the context of a luxury lifestyle. A mix of black-and-white and color photography emphasized timeless elegance and quality.

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Comprehensive brand style guide: Clear guidelines ensured consistency across all communications, from fonts (IvyPresto Display for headlines, Gotham for body copy) to colors and photography.

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2. Elevating the user experience for conversions and retention

We redefined BrunoMD’s user experience to align with their target audience’s expectations and encourage long-term engagement.

Subscription-first design: The new site emphasized subscription benefits, educating users on the consistent results of BrunoMD products and fostering repeat purchases.

Educational focus: Content highlighted the long-term health benefits of collagen-based products, resonating with women seeking a luxurious, holistic approach to wellness.

Community engagement: Interactive features showcased real-life wellness stories, connecting customers to a vibrant community using BrunoMD products daily.

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3. Migrating to headless architecture for performance

To address BrunoMD’s poor site performance, we migrated their Shopify Plus store to a headless eCommerce architecture built on React and Next.js.

Lightning-fast load times: The new setup achieved a 99% Google PageSpeed score, vastly improving mobile usability and engagement.

Scalable platform: The headless architecture ensured the site could handle future growth and adapt to evolving customer needs.

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