Project Overview
Babble & Hemp is a direct-to-consumer fashion brand on a mission to reintroduce hemp to men’s wardrobes. Thanks to a strong organic social strategy built around viral founder-led videos, the brand has managed to drive significant levels of website traffic. Our goal with Babble was to convert this traffic into revenue as efficiently as possible, while also strengthening the foundations for long-term brand building.
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Brand Messaging
We began by revisiting Babble’s brand messaging, recognising that it would underpin both the visual identity and the website copy.
An analysis of over 500 customer reviews revealed clear patterns in both functional and emotional benefits. The key insight was that customers were often shocked by the realities of the cotton industry and motivated to play an active role in the solution.
This insight informed a messaging strategy centred on consumer education — clearly outlining the problem and positioning Babble as the solution.
Visual Identity
To support Babble’s premium positioning, we also refined the visual identity, including a new logo, a more sophisticated palette (building on the blue already used by the brand), and elevated typography.
Shopify Store
With the refreshed brand in place, we then moved on to the website. Objectives here were twofold: bring the new identity to life and boost the site’s commercial performance.
We worked closely with Babble to map out an optimal site structure, balancing brand sensibility with proven e-commerce tactics. From there, we developed detailed wireframes and ultimately a new Shopify store, taking care to preserve the existing MarTech stack.
Impact
Since launch, Babble has seen a 9% increase in average order value and a 12% rise in conversion rate. Together, these gains have delivered a 22% revenue uplift, equivalent to £53k in annualised additional sales based on the prior twelve months’ performance.
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