MUSH / Barrel — CPG Commerce Agency

Relaunching MUSH to Support Scalable DTC Growth

MUSH makes clean eating effortless with ready-to-eat oats, protein bars, and smoothies. Barrel redesigned MUSH’s Shopify site to accelerate DTC expansion, enhance the customer experience, and unlock long-term growth ahead of a major national media launch.

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Opportunity

Mush needed a digital experience that clearly communicated the functional benefits and unique positioning of its functional snack bar while making product discovery easy and intuitive. The brand also needed a scalable Shopify presence to support launch performance, highlight key differentiators, and drive conversion and retention across both new and existing customers.

The new MUSH site enhances brand storytelling, supports e-commerce growth following their latest product launch, and lays the foundation for subscriptions and future expansion.

To reflect MUSH’s new positioning as a lifestyle CPG brand, we integrated lifestyle imagery throughout the site to connect with their health-conscious, convenience-driven audience.

We designed an education-rich product detail page with flavor-forward graphics and benefit-driven messaging to drive both DTC and in-store purchases. Alongside the site launch, MUSH introduced their first DTC product, Bars, later promoted on the TODAY show.

We launched a custom bundle builder for their DTC products to drive larger orders and repeat purchases, giving customers the freedom to personalize their experience.

The About page shares MUSH’s story, spotlighting the founder’s journey, clean ingredients, and mission to create food that fuels both body and lifestyle.

We redesigned MUSH’s welcome emails to align with their new branding and DTC offering, boosting engagement, brand affinity, and sales both online and in-store.

Impact

The redesigned site gives Mush a confident digital home that reflects its functional value and engaging brand personality. By improving product storytelling, discovery, and conversion pathways, the experience strengthens trust, supports trial and repeat purchases, and positions Mush for continued direct-to-consumer growth.