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brandecomm
Sundae - DTC ice cream.
Ice cream that ships frozen and sells direct - without ever looking like it's trying too hard.
Client
Sundae
Industry
DTC / E-commerce
Duration
5 months
Scope
Brand, growth, engineering
+38%
Checkout conversion
1.9×
Repeat orders
90 days
To relaunch
The brief
Sundae shipped nationally with dry ice magic no one was excited about and a site that answered every question except 'why should I care'. Brand assets were a logo and a gradient; the return policy was buried; and the cart page convinced exactly no one to pay $12 shipping.
What we did
- 1We spent the first two weeks of brand work on voice - 'knowing, not self-important'. The result was a system of small runs, flavor drops and honest nutrition copy that reads like it was written by someone who eats the product.
- 2In parallel, product engineers mapped the checkout to a single-airline flow: one page, three decisions, free-shipping threshold surfaced as a fun scavenger countdown instead of a guilt trip.
- 3Growth work launched the 'flavor club' as a two-step subscribe flow, stealing the old newsletter's worst habit - the wall of text - and replacing it with a single 'which flavor first?' question.
The outcome
Checkout conversion rose 38% in the first month, repeat orders nearly doubled, and the relaunch shipped on time at 90 days - including a brand kit Sundae's in-house designer has since used for two flavor seasons on her own.