Embark / Barrel — CPG Commerce Agency

Migrating Embark to a Unified Shopify 2.0 Platform

Embark is a dog genomics and biotechnology company, providing DNA testing services for consumers, breeders, and veterinarians. Embark partnered with Barrel to redesign and migrate its digital presence onto a single, unified Shopify 2.0 site, preserving SEO authority while creating a more scalable foundation for future growth and easier content management.

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Opportunity

Embark saw an opportunity to evolve its brand from a one-time DNA test into a lifelong partner in dog care, connecting DNA-driven insights with curated products and guidance. The new experience needed to make product discovery more intuitive, build trust through education and scientific credibility, and create a clearer path to purchase for different audiences.

The website relaunch focused on consolidating Embark’s digital experience by bringing separate WordPress and Shopify platforms together under a single Shopify domain. This simplified Embark's technology ecosystem while giving the team greater autonomy to manage and evolve the site.

Embark’s existing site was built on Shopify 1.0, so we developed a migration strategy that upgraded the experience to Shopify 2.0, unlocking modern platform capabilities and creating a more flexible foundation for future growth. We also built Gadget.dev middleware to sync breeds, traits, and health conditions from Embark’s API into Shopify metaobjects, replacing the previous weekly WordPress sync.

We redesigned the end-to-end shopping experience around product education, audience segmentation, and discovery, helping customers better understand their options and confidently choose the right product for their needs.

Embark had a strong brand and scientific foundation, but there was an opportunity to turn customer interest into more confident purchase decisions. We simplified product discovery throughout the site, clarified both the emotional and scientific value of Embark’s products, surfaced educational content, and tailored the experience to key audiences including rescue owners and breeders.

We created a flexible site experience that helps Embark build lasting relationships with customers beyond the initial DNA test. Personalized guidance, expert-selected products, and custom insights extend the experience beyond testing, positioning Embark as an ongoing resource for dog owners from puppyhood through their golden years.

We streamlined product discovery while making educational and support content more accessible, helping customers better understand their options and move forward with confidence.

Flexible Shopify storytelling templates give Embark the tools to communicate with both consumers and veterinarians, from educational content to About pages that establish their expertise.

We redesigned Embark's blog experience to balance conversion with education, using strategic content and storytelling to build trust and reinforce their scientific credibility.

Impact & Results

Through the redesign and migration, we unified Embark’s digital presence on a single Shopify 2.0 platform, preserving SEO authority while modernizing its technology foundation. The flexible system gives Embark greater control over content, supports multiple audiences, and provides a foundation for continued growth.