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Building Customer Retention Through Chocolate Subscription Boxes and Loyalty
Hu is a fast-growing US-based snacking company offering high-quality, low-processed foods with an emphasis on getting back to a more "human" way of eating. With a focus on ecommerce, Hu came to Barrel to design and develop a new digital flagship experience. We launched their new Shopify Plus site with the goal of selling products while educating and expanding Hu's consumer base.
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The Opportunity
As Hu grew beyond its original chocolate bars into a broader lineup of clean-ingredient snacks, the brand needed a digital experience that could clearly communicate its ingredient philosophy while supporting retail discovery. The site needed to balance strong brand storytelling with product education and recipe inspiration.
The Hu site combines storytelling around their beloved, allergy-friendly products with flexible purchase options like bundling and subscriptions, using recipes to inspire customers.
We transformed Hu’s product detail page to increase conversions, boost subscription sign-ups, and highlight ingredient transparency with a new photo direction that showcases what’s inside their delicious chocolates.
We helped Hu increase their AOV with pre-made and custom bundles, featuring an interactive Build a Bundle experience that guides customers to curate the perfect box of chocolates.
To foster loyalty with new and existing customers, we built a custom Hu Crew landing page that highlights program benefits, earning opportunities, and sign-up steps. We validated the different designs through A/B testing via Helio to ensure its effectiveness before launch.
We redesigned Hu's marketing and automated emails on Klaviyo to continue their ingredient-first product education, tell the founder's story, and encourage conversion through subscription.
We created a dedicated experience for Hu's influencers that makes it easy for visitors to copy their unique discount code, explore their favorite products, and see why they love Hu through a featured quote.
As part of the project, we developed 3D renderings to elevate every product page and bring Hu’s delicious chocolate and ingredients to life.
Why It Matters
The updated experience helps Hu translate its “Get Back to Human” philosophy into a modern digital destination. By combining ingredient transparency, product storytelling, and paths to retail purchase, the site strengthens trust while supporting discovery across online and in-store channels.
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