A bold rebrand, highlighting allergen-friendly education and Shopify migration drove 6X revenue and 240% organic growth.

Shifting from a third-party supplier to a scalable, direct-to-consumer platform

YumEarth, a trailblazer in allergen-free, organic, and vegan candy, was ready to level up. They had built a loyal following of health-conscious families, but their online presence didn’t reflect their leadership in the organic candy space. Relying on a third-party supplier for eCommerce (World Pantry) limited their growth potential, and their brand was lost in a sea of green-washed competitors.They came to Electric Enjin with a bold goal: take control of their eCommerce with a Shopify migration while transforming their digital presence into something as fun and unique as their candy. The challenge? Marrying scalability, user education, and a joyful brand experience to capture the hearts (and carts) of more customers.

Our sweet approach: building a friendly digital playground for YumEarth

Our UX strategy focused on positioning YumEarth as the “friendly choice” in candy, reinforcing their commitment to allergen-free, organic ingredients. We designed a customer journey that educated shoppers about common allergens while making it easy (and delightful) to find and buy their favorite treats.‍

• Allergen transparency front and center: We integrated allergen information at every step of the shopping journey, ensuring customers could make informed decisions with confidence.‍
• Engaging storytelling: Through strategically placed content, we highlighted YumEarth’s clean ingredients and mission, helping shoppers connect emotionally with the brand.

Powering up eCommerce with Shopify

Migrating from World Pantry to Shopify unlocked scalability and control for YumEarth’s direct-to-consumer channel. We built a Shopify experience tailored to both consumers and B2B wholesale buyers.

• ‍Seamless shopping for everyone: From wholesale to individual shoppers, we implemented user flows and site architecture that made browsing and buying effortless.
• Scalability for growth: Shopify provided the flexibility YumEarth needed to expand their eCommerce operations while maintaining their wholesale partnerships.

Rebranding candy for the modern age

The organic space is crowded with muted tones and predictable designs, so we reimagined YumEarth’s digital identity with a vibrant, energetic palette of teals, purples, and pinks.

• ‍A new tagline: “Friendly sweets, yummy treats” captured YumEarth’s allergen-free promise while exuding a sense of fun and approachability.
• ‍Bold visual guidelines: We developed clear brand guidelines that balanced playfulness with trustworthiness, including dynamic photography that showcased the candy’s delicious appeal.‍
• Mouthwatering photography: Dynamic product shots highlighted the candy’s texture, flavors, and packaging, driving visual appeal and engagement.