Once Upon a Farm was built on a dream with co-founders John Foraker, Jennifer Garner, Cassandra Curtis in crafting better, nutritious foods for littles ones.

Using the magic of high-pressure pasteurization (HPP) to lock in the nutrients and flavors of farm-fresh ingredients, they pioneered the first cold-pressed, organic fruit and veggie blends for babies. Today, Once Upon a Farm shares an even better story and is on a greater mission in providing organic, crave-worthy, refrigerated snacks for children of all ages. To launch the new Once Upon a Farm brand to market, Barrel worked with the internal team to reimagine the website on Shopify Plus.

Inspired by Once Upon a Farm's dedication to using simple, clean ingredients in an otherwise GMO-cluttered market, we collaborated with The Uncommon Agency at CAVU to develop a digital design system that infused the playful nature of the new brand, while maintaining a premium look and feel.

In an effort to sophisticate the Once Upon a Farm brand and break the stigma of being a “baby food company,” we restructured the site to prioritize build-a-box subscriptions & product discovery. This results in a visual, product-focused navigation and filters that focus on age, rather than stage.

To increase the retention rate of users on the website and prevent churn, Barrel optimized the account management experience to allow customers to swap items in their subscription, edit their delivery schedule, and add products to their order.

“Barrel has been an incredible partner to us across the last two years. We have a complex business model consisting of both subscription and a la carte purchase options that really gives the customer unparalleled flexibility. Our Barrel account team took the time to listen and learn before recommending an enhanced user experience. Our online business has since doubled, and we continue to hear praise about our customer portal which was one of the most important pieces for us in increasing retention. We appreciate the team mentality and approach to collaboration that Barrel brings and look forward to our continued partnership.”

—Katie Marston, Chief Marketing Officer

In addition to the website, Barrel designed a series of Klaviyo automated emails that introduce parents to the delicious world of Once Upon a Farm, and encourage them to shop the latest flavors and products.

Check out the site here.