Shopify website build
Growing product-based brand
Building a Shopify store for a West African sauce brand ready to grow beyond its hometown.
Product discovery · Brand storytelling · Product education
Joyof Foods
Eniola had spent months perfecting her jollof sauce recipe. Capturing the authentic taste of traditional West African food in a convenient, ready-to-cook jar.
The product solved a simple problem, of bringing the flavour of jollof rice into people's homes without hours of preparation.
Joyof was already stocked in a few SuperValu stores across Ireland, but the brand needed its own online experience to tell that story, reach new customers and support its next stage of growth.
The product solved a simple problem, of bringing the flavour of jollof rice into people's homes without hours of preparation.
Joyof was already stocked in a few SuperValu stores across Ireland, but the brand needed its own online experience to tell that story, reach new customers and support its next stage of growth.
Joyof had a viral product. Now it needed a website to match.
Translate the heritage, passion and personality behind the sauce jars into the Shopify site, through their branding.
Bring their brand story to life
The challenge
Help customers unfamiliar with West African cuisine understand what Joyof is and how to use it.
Make the product easier to discover
Create a Shopify website that could support online sales, as they continued to stock in physical stores.
Launch their first online store
Joyof Foods were first launching with a jar of sauce. But there's a whole story behind it: heritage, culture, a founder who spent months getting the recipe right. The website needed to let people feel some of that before they even made a purchase.
An online store designed to make you want to try it at home.
One of the key challenges was helping customers who hadn't grown up with West African food feel confident enough to try Joyof Foods.
So the website needed to answer the curious questions someone might have before buying like: What is it? What does it taste like? What dishes can I make? What makes it so special?
So the website needed to answer the curious questions someone might have before buying like: What is it? What does it taste like? What dishes can I make? What makes it so special?
Making an unfamiliar product feel easy to buy.
Joyof was already being stocked in stores, but customers couldn't really discover the brand beyond seeing it in person. The website gave them somewhere to learn about the sauces, understand what made them different and buy them directly.
The Shopify build included:
The Shopify build included:
- A store that could support Joyof as it expanded into more retailers
- Bulk buying options for customers ordering more than one
- Product education to help people unfamiliar with West African food feel confident trying it
- A shopping experience that matched the new packaging and overall brand
- A place for Joyof to sell directly to customers beyond the shelf
With a website built to match the in-store experience they’d earned, and give customers somewhere else to discover Joyof.
Now stocked in 17 stores across Dublin, Ireland
An online store for Joyof's new audience.
THE RESULTS
Since launch, Joyof has continued to restock in multiple retail stores, and received positive feedback about the website shopping experience. The website now does the job of introducing the brand to people who've never made West African food at home before; and convincing them to try it with her sauce jars.
The website has been performing well. Feedback on the design has been good and we have received sales. From the professionalism to the organisation and communication, it was a dream working with Jada on the website."
— Eniola, Founder of Joyof Foods