Anthony's Goods / Barrel — CPG Commerce Agency

Driving DTC Growth for an All-Natural Pantry Staple Brand

Barrel partnered with Anthony’s Goods, a trusted name in high-quality, organic pantry staples, to redesign and develop their website on Shopify with a focus on growing their DTC channel beyond Amazon. The new site strengthens brand presence, drives new customer acquisition and engagement, and builds credibility with health-conscious consumers through product education and transparency.

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Modernizing Anthony's Good's Digital Design

The redesign strategically expanded the DTC channel while repositioning Anthony’s Goods with a refreshed digital identity design. The new website reinforces Anthony’s commitment to premium, thoughtfully sourced products while seamlessly aligning with its bold, organic design system. It also boosts brand visibility, attracts and engages new customers, and builds trust with health-conscious consumers through clear product information and transparency.

A Streamlined Path to Purchase

Acquiring new customers and streamlining the path to purchase were key goals of the new site. We therefore restructured the site architecture for better navigation and product discoverability, allowing customers to quickly find what they need and explore new products. We introduced 'New Arrivals' and 'Best Sellers' categories to guide new users and launched pre-curated bundles to drive cross-category exploration and increase AOV.

Product Education and Bulk Pricing to Increase Conversion and AOV

To build trust with health-conscious customers, we integrated moments of education and storytelling across the site. The Product Page provides a deep dive into the product’s top benefits, dietary certifications, and intentional ingredient sourcing, helping customers make informed purchase decisions, and build a deeper connection with the brand. We highlighted bulk pricing benefits in the product page's hero section to streamline purchasing for bulk buyers.

Cooking With Anthony’s Community

Anthony’s Goods has built a loyal community of health-conscious customers who trust their products for meeting their dietary needs and food standards. The new site strengthens this community focus by attracting new customers, highlighting products in use, and inspiring others with recipes. We redesigned the recipe landing page, organizing it by different ways to enjoy their products. Additionally, we incorporated shoppable moments to drive conversions, encourage repeat purchases, and enhance post-purchase engagement.

Driving Product Discovery Through Bundles

Anthony’s Goods’ previous site did not offer product bundles, so we introduced them to boost discovery and AOV. Bundles were a great way to simplify meal and recipe shopping for their customers while encouraging exploration. To maximize visibility, we integrated them across the customer journey—including navigation, mini cart, and PDP—appealing to both new and cost-conscious customers.

Reimagining Anthony’s Goods Brand Assets

To extend Anthony’s Goods’ branding, we strategically brought key assets to life on the site. In collaboration with Wonderkind, we developed a lifestyle shoot strategy, along with product detail and ingredient imagery. These branded visuals reinforce Anthony’s commitment to premium, thoughtfully sourced products while seamlessly complementing the site's design.