Freja Foods

Freja returned to Tribe for the design and development of their second website, following a comprehensive rebrand. The goal was to integrate their new visual identity while building a platform engineered for performance — a conversion-focused PDP architecture, a flexible landing page system for paid traffic, and a cart rebuilt around AOV and order depth.

The result was a site that better reflected Freja’s refreshed brand while delivering measurably stronger commercial outcomes. In the nine months following launch, gross sales grew 38%, orders grew 34%, the conversion rate reached 4.51%, and the returning customer rate increased by 44% year-on-year.

We made full use of Freja’s updated brand elements in the new site design. The italic font style was used to emphasise key phrases and draw attention to important messages, while the brand’s patterned circles were carefully integrated to add visual interest across key sections. Colours were paired strategically to create a sleek, refined aesthetic — polished, considered, and distinctly Freja.

A major requirement for the new site was the ability to create high-converting landing pages without a third-party builder. We built the site on Shopify’s flexible section-based architecture, allowing Freja to assemble fully customisable landing pages from components consistent with the rest of the site — giving their team complete control over paid traffic destinations without ongoing dev dependency.

To increase average order value and reward higher-spend customers, we completely restructured the cart around a tiered incentive system — free shipping, a free gift threshold, and an order-depth prompt at each stage. Each layer is designed to push customers toward a higher-value basket, with Freja’s team able to manage all thresholds and messaging without development support.

The rebuilt cart contributed directly to Freja’s 4.51% conversion rate and a returning customer rate 44% higher year-on-year.

Freja’s product range spans bone broth, instant broth, collagen shakes, and protein powders — a catalogue wide enough that customers benefit from guidance. Tribe designed and built a custom Build Your Nourishing Bundle experience: a guided product selector that walks customers from category choice through to checkout in a single flow.

It handles minimum order quantities by product type, displays live strikethrough pricing to make the saving visible at every step, and is built to drive higher AOV through product combinations rather than single-SKU purchases.

Alongside the core site, Tribe built a fully custom subscription management portal using the Recharge JavaScript SDK — hosted natively within Shopify, designed entirely to Freja’s brand. Customers can manage frequency, address, payment details, order history, skips, and pauses without leaving the site.

The portal supports 2, 4, 6, and 8-week selling plans and includes a cancellation prevention flow. 94% of active subscriptions are now on a 4-week billing cycle — a signal that the portal’s clarity and ease of use is keeping customers on plan rather than churning off it.

Freja wanted a gifting mechanic tied to cart value, routable by campaign, and fully manageable without development support.

Tribe built a custom threshold-based gifting system activated by URL query parameters — a campaign link appended with a product reference activates the relevant gift promotion for that session, regardless of which page a customer lands on. Multiple promotions can run simultaneously, messaging updates dynamically as customers build their cart, and Freja can launch or retire gift offers without a single line of code.

The Freja engagement has never been about a single deliverable. It started with a website that needed to be worthy of the brand and grew into a full commercial architecture — conversion-optimised PDPs, a flexible landing page system, a rebuilt cart, a custom bundle builder, a subscription portal, and a tiered gifting mechanic.

In the nine months following the September 2024 launch: gross sales up 38%, orders up 34%, conversion rate at 4.51%, returning customer rate up 44%. Subscribers spend 3.3 times more than non-subscribers over their first year. These results come from building infrastructure that makes it easy to buy more, come back sooner, and stay longer.