Ancient Foods / Barrel — CPG Commerce Agency

Bringing Timeless European Foods Direct to Today’s Consumers

Ancient Foods sources olive oils, honey, herbs, and teas from small European producers who follow traditional methods passed down for generations. As the brand expanded its DTC business, Barrel partnered with the team to redesign the ecommerce experience and bring their story, values, and products closer to customers around the world.

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The Challenge

Ancient Foods needed a digital experience that matched the care behind their products. While the brand had a strong sourcing story and loyal following, the site needed clearer navigation, stronger storytelling, and a more conversion-driven path to purchase to support global growth and a growing DTC audience.

Barrel partnered with Ancient Foods to refresh the site’s design and structure to give them a more modern, premium digital identity while staying true to its roots in tradition and craftsmanship.

We restructured site architecture and navigation to improve product discovery, making it easier for customers to explore categories, understand offerings, and find what they need faster.

Educational moments and storytelling were woven throughout the experience to explain sourcing standards, production methods, and regional differences, helping customers feel confident in product quality and value.

A new About experience brings Ancient Foods’ mission to life, highlighting its commitment to small-batch producers, time-honored techniques, and sustainable practices across Europe.

We evolved the recipe and content experience to showcase real-world product use, inspire new ways to enjoy each item, and strengthen the sense of community around the brand.

Barrel led email strategy and design, creating campaigns that spotlight regional sourcing, flavor profiles, and product education to deepen relationships and support ongoing growth.

Why It Matters

With a refreshed digital experience, Ancient Foods now has a stronger foundation for global DTC growth. The new site brings its heritage to life online, builds trust with quality-focused shoppers, and creates a seamless path from discovery to purchase, helping timeless products thrive in a modern ecommerce world.