Archives: Websites

eCommerce Websites

Chia Smash

By Jibin Kumar  /  January 16, 2022

Chia Smash is a good for you jam made with superfoods. It’s made with real ingredients, no added sugar, no preservatives, and is keto & paleo friendly.

Pezzy Pets

By Jibin Kumar  /  September 11, 2026

Pezzy Pets sells single-ingredient dog and cat treats made from invasive fish species, an Acari Fish brand based in Berkeley, California, running on Shopify.

Website Design

Teal and warm neutrals. The site pairs a teal-blue (#2394b1) with a cream tan (#f9e2b8) and a soft peach (#fce5d4), grounded by a dark navy foreground (#304051). The combination reads coastal rather than the browns typical of pet-food sites.

Inconsolata, used for headings and body alike. The monospace typeface Inconsolata carries both the display type and the running copy, giving the whole site a typed, label-like texture rather than the rounded sans common to pet brands.

Testimonials and press badges carry weight on the homepage. Customer quotes sit alongside media mention badges from SF Gate, Business Insider and Stanford SSIR, positioning the brand’s environmental claim as externally validated rather than self-reported.

Shopping Experience

Four products, priced close together. Devil Fish Strips, Silver Carp Chips and Slabs/whole fish fillets each list at $16, with Lionfish Sticks priced higher at $22, keeping the catalog small and easy to compare at a glance.

Ingredients are the pitch, not an afterthought. Copy describes the treats as “100% wild-caught invasive species” with no fillers or chemical preservatives, dehydrated into a single-ingredient, high-protein, low-fat snack.

Free shipping has a stated threshold. Orders over $59 ship free, and a bundle-and-save promotion is offered in place of a recurring subscription, which the site does not run.

Brand Storytelling

The mission is framed as restorative, not extractive. Pezzy sources from “small-scale fishers & hunters in the US, Mexico and Caribbean,” turning invasive species removal into “new, better economic opportunities” for artisanal fishing communities.

One line does the positioning work. The site states its goal plainly as being “Great for pets, people, and the planet as a whole,” tying pet nutrition, fisher livelihoods and ecological cleanup into a single sentence rather than three separate claims.

Packaging reinforces the sustainability claim. All packaging is stated as 100% compostable, extending the environmental positioning from the ingredient list to the box itself.

Notable Features

A jewelry line sits next to the treats. Lionfish Jewelry appears as its own navigation item alongside Pet Treats, turning a byproduct of the invasive-species harvest into a second product category.

A store locator backs the online catalog. Alongside the Shopify storefront, a Store Locator page points to physical retail carrying the treats, giving the brand an offline footprint beyond direct-to-consumer sales.

Navigation stays short. The main menu holds only Pet Treats, Lionfish Jewelry, About Us, FAQs and Store Locator, keeping the site to a handful of sections rather than a sprawling catalog structure.

The species name is part of the product copy. Rather than softening the sourcing into generic “fish” language, listings name the exact species, such as the invasive silver carp behind the Silver Carp Chips, tying each product back to the restoration story rather than treating it as a footnote.

Pezzy Pets Shop Category page example

Pezzy Pets Product page example

Pezzy Pets Checkout page example

Pezzy Pets footer example

Proper

By Jibin Kumar  /  January 16, 2022

Proper is the modern approach to better sleep – evidence-based, personalized, and holistic, offering premium PhD-designed natural sleep supplements & expert sleep coaching.

Vella

By Jibin Kumar  /  September 11, 2026

Vella Bioscience sells women’s intimate care and sexual wellness products, including Pleasurewave, an arousal lotion, Meltwater, a vaginal emollient for dryness and pain, Ebbtide, vaginal inserts for pelvic and period pain, and Everslide, a personal lubricant. The homepage states the positioning directly: “Pioneering a New Era in Women’s Sexual and Reproductive Health,” citing a nano-encapsulated liposomal CBD formulation and leadership including a former clinical investigator on Viagra and Cialis trials. The site runs on Shopify.

Website Design

Bright, saturated section colors. Homepage sections are built on solid background-color blocks rather than photography-led hero images, cycling through a periwinkle blue (#8796ff), a hot pink (#ff4ebb) and an orange (#ff8c2e), with the pink reused as the primary button color across the site.

A display face paired with a workhorse serif. Two custom fonts are loaded for the theme, Booton for display type and headlines and FK-Roman for body and supporting text, giving the site a distinct headline voice against a more neutral reading face.

Black buttons on color. Call-to-action buttons are set in black text rather than white, which holds up against the brighter section backgrounds without needing a separate dark-mode button style.

Shopping Experience

A four-product shop. The Shop menu organizes around Pleasurewave, Meltwater, Ebbtide and Everslide, each addressing a distinct concern, arousal, dryness, pelvic pain or lubrication, rather than a single flagship item.

Prices in a tight band. Products are priced from $22 to $55, low enough that the site can promote a stated 10% discount for email signups and a separate archive sale offering 40% off select formulas.

Checkout kept inside Shopify’s flow. The cart routes to a standard Shopify checkout page rather than a custom-built one, keeping express payment options and order summary in the platform’s default layout.

Brand Storytelling

Credentials lead the pitch. The site names Dr. Harin Padma-Nathan as “the lead investigator for Viagra and Cialis in clinical trials,” using a specific medical credential rather than general wellness language to support its science claims.

A named ingredient system. The nano-encapsulated liposomal CBD technology is called out by name on the homepage as the mechanism behind the arousal claims, rather than left as an unnamed “proprietary blend.”

Press logos as validation. The homepage lists coverage from Women’s Health, Vogue, Forbes and Newsweek, and states a 4.9 out of 5 rating from more than 100 reviews.

Notable Features

A named content hub. The navigation includes “The Vella Pleasure Continuum,” a section distinct from the standard blog, positioning the brand’s educational content as its own program rather than a generic articles page.

Topic-specific blog content. Blog posts are organized around pelvic floor health, menopause and sexual wellness rather than general product marketing, extending the clinical framing into the content section.

Email capture tied to a discount. A 10% off signup incentive is presented as the primary lead-generation mechanism on the homepage, in addition to the sale pricing on select formulas.

Vella Shop Category page example

Vella Product page example

Vella Checkout page example

Vella footer example