Balanced Bites

Shopify Plus website redesign for an ecommerce meal delivery brand.

The Challenge

Diane came to us looking for an increase in conversion rate, increase in average items per transaction, and a solid base of subscribers for dry goods (new functionality). She wanted visitors to feel excited and confident in their decisions as a first time customer, and valued as a repeat customer. Our goal was an overall cohesive and smooth customer experience with regards to discoverability of products.

Our Approach

We merged two separate Shopify stores into one comprehensive and clean new Shopify Plus site. We transformed the home page into an easy-to-follow overview of Balanced Bites’ many offerings, from products to meal boxes, recipe resources, and bestselling cookbooks. We also created unique custom-coded sections on the site, such as a recipe block with featured products and an interactive “What’s Inside” section for meal boxes.

Our Roles

Visit the website

In designing the website, we kept Diane’s top priorities in mind: To let her customers know that Balanced Bites is a bold, premium brand offering high quality healthy and tasty meals and goods, as well as recipe information.

The Balanced Bites brand is bold and vibrant, making it stand out from the grocery-store look of other meal service kits. Graphics play a key role for this meal delivery brand. Custom icons distinguish different sections and offerings on the website while enhancing the customer experience.

About page design.

Aeolidia used the Recharge subscriptions payments platform to build an interactive online experience for Balanced Bites’ meal kits. A “What’s Inside” feature on the product detail pages allows customers to browse the box contents to get a clear view and description of their meals along with ingredients, nutrition facts, and flavor profiles.

Desktop and mobile screens showing the Balanced Bites homepage on their Shopify website redesign for an ecommerce meal delivery brand.

The Balanced Bites Build-A-Box feature allows customers to curate their own custom subscription box. Filterable search functionality sorts meals by preferences and modals display additional meal details, nutrition facts, and ingredients. Customers can adjust the size of their box, the meals the want to receive, and their delivery frequency.

Rather than hiring a single person to handle this job, then patching together a team of developers and designers on my own, I was able to sign up for the project and have a comprehensive, well-versed team collaborating to work on the project together. Working with an agency in this way was definitely the best decision for my small business. I didn’t need to manage people or the project itself to get the project done, which is something I wouldn’t have had the time or capacity to do!

Diane Sanfillipo

Balanced Bites

Diane Sanfilippo of Balanced Bites headshot.

Scrolling animation showing the Balanced Bites “What’s inside” bundle product.

The website showcases the company’s three main categories — healthy meals made simple, flavorful spice blends, and satisfying snacks — using skewed stacking images. The design provides visual interest and allows customers to see an overview of offerings in one quick glance. Customer testimonials are styled as chat boxes with profile photos to help humanize the brand.

Aeolidia developed a recognizable logo that would evolve the brand’s identity beyond color and type. The graphic evokes the brand’s values of ease, health, authenticity, and freshness.

A secondary word mark utilizes clean, modern typography with a strong feel. This option is used when a simpler logo is needed: on product packaging, watermarks, and small print materials.