Favrichon, a specialist in organic cereals and breakfast products, Prosain, a manufacturer of organic prepared meals, and Germline, an expert in sprouting, each have their own history, products, and brand identity.
Their customers do not necessarily browse in the same way. Someone looking for a Favrichon muesli has different expectations than someone wishing to buy Prosain prepared meals or Germline sprouting seeds.
However, all these references needed to remain accessible within one single Shopify platform.
The challenge was therefore to create an organization capable of simultaneously meeting two objectives: offering each brand an e-commerce environment that reflects its identity, and maintaining the simplicity of a single shop for the consumer.
This issue involved structural choices regarding menus, collections, page templates, graphic identity, navigation between the different worlds, and their search engine optimization.
AN E-COMMERCE STRATEGY BUILT FROM DATA
Before any graphic or technical intervention, we carried out an in-depth audit of the former shop.
The analysis focused on browsing data, purchasing behaviors, performance of the various pages, mobile experience, the shopping cart, and friction points in the customer journey. A detailed study of the existing SEO structure also helped identify the challenges related to categories, content, and the coexistence of the different brands.
This diagnostic highlighted, in particular, the importance of collection pages in traffic acquisition, the central role of brand-based searches, and the difficulties encountered on mobile when finalizing an order.
These insights directly guided our recommendations.
Rather than independently improving the various elements of the site, we defined a new overall logic, from access to the brands to the validation of the shopping cart.
The strategy was then translated into the design of the site map, the definition of user journeys, and the creation of UX/UI mockups for all environments.
A UNIQUE SHOPIFY ARCHITECTURE: A CENTRAL HUB AND THREE SUB-SHOPS
The heart of the project lies in a specific e-commerce organization.
The homepage of Mon Épicerie Bio acts as a multi-brand hub. It presents the platform, highlights products from the three manufacturers, and allows visitors to immediately access the world that interests them.
Each brand then has its own homepage, dedicated navigation, categories, and visual identity.
The Favrichon world showcases cereals, mueslis, and various breakfast solutions. Prosain organizes its offering around prepared meals, vegetables, sauces, and other organic specialties. Germline offers a structured discovery of sprouting seeds, sprouters, and sprouted foods.
The whole was designed as a coherent ecosystem rather than a juxtaposition of brands.
Users can thus evolve in an environment adapted to their needs, switch from one brand to another, and find all their products in a shared shopping cart without changing sites.
CUSTOM SHOPIFY DEVELOPMENT TO COEXIST FOUR WORLDS
Such an organization could not rely on a simple aesthetic customization of a standard theme.
We developed a specific Shopify experience capable of making several graphic identities and different navigation structures coexist within a common technical architecture.
Each world underwent in-depth UX/UI design work, from homepages to collection pages and product pages.
The goal was to maintain functional consistency between the different brands while giving them enough freedom to express their specificities.
Particular attention was paid to the mobile version, information hierarchy, menus, category discovery, and essential interactions of the purchasing journey.
This custom development thus allows for the combination of a differentiated brand experience, a functionally homogeneous interface, and a centralized Shopify structure.
SEO AT THE HEART OF THE NEW ARCHITECTURE
The redesign of Mon Épicerie Bio also presented a major search engine optimization challenge.
How to organize content from three manufacturers on the same domain while preventing their respective pages, collections, and institutional sites from competing with each other on Google?
We integrated this issue from the very design of the site map.
The new SEO strategy relies on a clear distinction between brand presentation pages, collection pages, and product pages. Each type of page addresses a specific search intent, with an adapted organization of content and internal links.
This work was accompanied by a restructuring of categories by brand, a revision of URLs and redirects, as well as technical optimizations regarding SEO tags, title hierarchy, images, and strategic content.
The challenge was twofold: to preserve the SEO achievements of the former shop and build a more relevant architecture for commercial searches related to Favrichon, Prosain, and Germline.
SEO was therefore not treated as a final optimization step, but as one of the foundations of the project.
A PURCHASING EXPERIENCE REIMAGINED DOWN TO THE SHOPPING CART
Beyond the multi-brand structure, we worked on the elements that directly influence product discovery and the purchasing decision.
Collection pages were reorganized to facilitate access to product families and relevant filters. Product cards and product pages underwent specific work on information readability, presentation of characteristics, and the visibility of purchasing actions.
The shopping cart, identified as one of the sensitive points of the former shop, also occupied an important place in our UX considerations, especially on smartphones.
Each optimization pursues the same ambition: reducing the effort required to find a product, understand its features, and place an order.
A requirement that is particularly important on a platform where consumers can compose their shopping cart from several brands with very different catalogs.
THE RESULT: A UNIQUE E-COMMERCE PLATFORM, DESIGNED TO GROW
With this redesign, Mon Épicerie Bio now has a Shopify shop structured around its three brands, without sacrificing the advantages of a common platform.
Favrichon, Prosain, and Germline each benefit from their own discovery and sales world, while their customers enjoy a centralized purchasing journey.
The project illustrates the full scope of a Shopify redesign conducted with a global approach: e-commerce strategy, information architecture, UX/UI design, specific development, and SEO.
More than an interface change, we have designed a new digital organization allowing several brands to express their identity and grow their business within the same e-commerce environment.
Discover the Mon Épicerie Bio shop
