LAM
Product guidance, subscription buying, education-led positioning, and impact visibility
A sustainable, eco-friendly period care brand
A scaling product-based brand
Shopify website redesign
The context
The problem was that the original website wasn’t built to support that shift. It was selling products, but not building trust at scale.
New customers were often left guessing, which product was right for them, why should I switch and what really makes this brand different?
The site lacked the depth of knowledge behind the brand, so it felt like a product store, rather than a brand leading a conversation.
New customers were often left guessing, which product was right for them, why should I switch and what really makes this brand different?
The site lacked the depth of knowledge behind the brand, so it felt like a product store, rather than a brand leading a conversation.
LAM already had a loyal customer base, strong word of mouth, and a product people genuinely believed in. Customers were switching from mainstream pads and sticking with LAM, which says a lot; but the growth was capped.
The brand was ready to move beyond a small, loyal audience and step into something bigger, as in: wholesale opportunities, a wider reach beyond online and to be positioned as a trusted voice in menstrual health.
The brand was ready to move beyond a small, loyal audience and step into something bigger, as in: wholesale opportunities, a wider reach beyond online and to be positioned as a trusted voice in menstrual health.
strategic direction
The shift focused on three things:
1. From product-based to guidance-led:
Customers shouldn’t have to figure it out themselves. The site needed to guide them based on flow, lifestyle, and stage of life.
2. From eco-friendly to expert-led:
Sustainability alone isn’t a differentiator anymore. The brand needed to clearly communicate its authority in menstrual health and education.
3. From small brand to impact-driven brand:
The work LAM was doing with schools, charities, and in education needed to be visible, as it was a core part of their brand story.
1. From product-based to guidance-led:
Customers shouldn’t have to figure it out themselves. The site needed to guide them based on flow, lifestyle, and stage of life.
2. From eco-friendly to expert-led:
Sustainability alone isn’t a differentiator anymore. The brand needed to clearly communicate its authority in menstrual health and education.
3. From small brand to impact-driven brand:
The work LAM was doing with schools, charities, and in education needed to be visible, as it was a core part of their brand story.
the build
The build focused on translating a strategy into a clear, conversion-led experience, including:
- Translating the visual identity to the site, to feel premium, and aligned with the brand’s credibility
- Products positioned around flow and needs, making it easier for customers to choose with confidence
- Subscription integration, built around real usage habits to encourage repeat purchases in a way that feels natural, not forced
- An about page restructured into story + impact, showing real work being done (i.e. schools, charities, partnerships)
LAM came to the project with a clear product and a growing community, but a website that wasn't communicating either effectively. The goal was to reposition the brand from product seller to education-led voice in menstrual health, in a way that would support both customer trust and longer term investor conversations.
The relaunched site now balances product clarity, educational depth, and brand credibility, giving LAM a platform that reflects where the brand is genuinely heading rather than where it started.
The relaunched site now balances product clarity, educational depth, and brand credibility, giving LAM a platform that reflects where the brand is genuinely heading rather than where it started.
outcomes & impact
"It's no longer just selling pads, but it's guiding, educating, and positioning the brand for its next stage of growth."
— Toya, Founder of LAM
