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Is Your Site BFCM-Ready?

Barrel's Director of Strategy and Design Director hosted a live optimization session deep diving a brand who submitted their site for review, including a roadmap of fixes to implement before BFCM.

Watch on Demand

Our multi-brand launch for McCormick & Company is live here.

Our omnichannel relaunch for Waterloo Sparkling Water is live here.

Your CPG Brand's Digital Ecosystem, Unified

We partner with DTC-led and retail-first CPG brands on strategy, design, Shopify builds and migrations, lifecycle marketing, and more, connecting your site, marketplaces, and retail channels to drive growth, retention, and brand love.
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our CLIENTS

Your Website is Your Online Flagship

It's where your brand’s story comes to life: a hub for customers to learn, discover, and experience. We help you launch it, from new builds and redesigns to Shopify migrations; engage customers through email, SMS, SEO, and marketplace storefronts; and grow with CRO, testing, and analytics, driving engagement and boosting sales across all channels.

Our Services

Client Stories

McCormick & Company

McCormick & Company

Creating a Unified Shopify Ecosystem for McCormick’s Family of Brands
Waterloo

Waterloo

Bringing Waterloo's Full-Flavor Identity to Its Online Experience
Revision Skincare

Revision Skincare

Elevating Revision Skincare’s Digital Experience for the Science-First Consumer
Sweet Loren's

Sweet Loren's

Shopify 2.0 Migration and a Framework Built for Scale

Industries We Serve

Food & Beverage
Beauty & Skincare
Health & Wellness
Home, Family, & Pet

From Clients

"Thank you for the partnership, the hours, the more hours, the revisiting, the realignment, the conversations, the never say "we can't do that", and the ongoing commitment to all the reasons we partnered together from the start! Congratulations and thank you for bringing our brand to life, in a way that only we can own!"

Kathy Maurella

Chief Marketing Officer
,
Waterloo

"We were thrilled with the results of our site overhaul. The Barrel team truly listened to what mattered most for our brand and brought that vision to life through thoughtful design and functionality. They were highly collaborative and great partners throughout the process!"

Lucy King

VP of Marketing
,
MUSH

"The Barrel team met Kite Hill where we needed to be, transforming our old WordPress site into a beautifully designed, highly functional Shopify site in just eight weeks—prioritizing design decisions that mattered most to our customers. The launch handoff was seamless. I’d recommend them to any CPG brand in a heartbeat!"

Connie Sintuvat

VP of Marketing
,
Kite Hill

Research — Customer Journey Insights

DTC Patterns is our proprietary research project that surfaces UX & marketing insights from real e-commerce purchases. We’ve helped clients enhance their website experiences through our knowledge base which has over 300 published articles and growing.

Visit DTC Patterns ↗
DTC Patterns Collage

Our Partners

Our partners work as an extension of our team. We recommend each one based on technical stability, data practices, and vendor responsiveness, and on what fits a CPG brand's size and channel mix. These are some select partners.

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CPG Commerce Insights

Most legacy commerce platforms treat wholesale and direct-to-consumer (DTC) as two different businesses. Two systems, two inventories, two customer databases, and often a multi-month, high-budget project just to stand up a business-to-business (B2B) channel at all. For CPG brands running both, that split creates operational drag: manual reconciliation, inconsistent stock counts, and a wholesale buyer experience that feels bolted on rather than built in.

DTC & B2B on One Platform: What Native Shopify B2B Covers

We hosted a live user experience (UX) audit of Momofuku's mobile site, selected from 82 brands who submitted their sites. The review of the PDP for Momofuku's Chili Crunch became a practical lesson in what CPG product pages should have before peak season. Below, we break down their recommendations and how to apply them to your own PDPs.

The BFCM Product Detail Page Checklist

At Barrel, we've run a design internship program for more than a decade. It's a good window into how we actually operate day to day: how we mentor, how we collaborate across disciplines, and how new perspective moves into client work. This internship program is something we genuinely get excited about, and it says a lot about our culture.

What Our Design Internship Program Says About How Barrel Works

Shopify Canvas is a new AI-first workspace in the Shopify admin where merchants design or redesign their online store by chatting with Sidekick, Shopify's AI assistant, or by editing elements directly. Shopify announced Canvas on October 1st, 2026, and it's rolling out gradually in early access.

What Is Shopify Canvas & What Does It Mean for CPG Brands?

If you're running ecommerce for a food, beverage, beauty, wellness, or home brand on a platform that made sense five years ago, you already know the feeling. Are you considering a migration to Shopify? We've turned two decades of that experience, plus over 100 Shopify migrations, into a new playbook built specifically for CPG brands considering the move.

Why CPG Brands are Moving to Shopify (and What to Know Before You Do)

To support the launch on the ecommerce site, we created distinct landing pages showcasing Butterbeer, the Magical Flavors, and the overall 25 Years of Magic campaign. We launched these pages through a phased approach, to prolong the storytelling of the collaboration. We started with a pre-launch page designed to build excitement and ended with the post-launch page with the full campaign that evolves over time, including the recent back-to-Hogwarts™ season.

Translating McCormick's Harry Potter™ Collection Into an Immersive Shop Experience

Email and SMS are the foundation for the modern retention playbook. But for a lot of CPG brands, the returns on those channels have started to flatten. Inboxes are crowded, deliverability is inconsistent, and customers have trained themselves to scroll past anything that looks like marketing.That is why more CPG brands, especially in supplements, food and beverage, and beauty, are adding a channel that predates all of them: direct mail.

A Powerful (and Often Overlooked) Channel for CPG Retention: Direct Mail

Waterloo doesn't primarily sell direct to consumers (DTC) online today. The brand's sparkling waters reach customers through retailers nationwide, both online and in stores. For them, the site is the brand's digital flagship. It's where Waterloo tells its full, bold flavor story, increases product discovery, then points people to exactly where they can buy, even when the transaction happens somewhere else

How We Made Waterloo’s Non-DTC Site Feel Shoppable

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