e-commrce WEBSITE
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A crispy ecomm website for the peak-performance brekkie


MUSH launched a tasty Shopify experience to fuel their sales and get customers in stores.

  • Web design strategy
  • UX design
  • Information architecture
  • UI design
  • Shopify development
  • Ecommerce optimization
Soaking in success, not just nut milk

MUSH came to us with some good problems to have. The cool oats brand had won Shark Tank and landed major accounts in supermarket chains across the US. The market demand and opportunity were there, but their website just wasn’t cutting it.

The shopping experience was convoluted, forcing too many decisions and clicks to get products in carts. MUSH needed to accelerate checkouts and drive customers to their brick-and-mortar retail partners (metaphorically, not, like, in a bus).

Luckily, Paper Tiger eats slow websites for breakfast. We implemented ecommerce best practices, boosting page speeds, offering subscription incentives for recurring revenue, and re-architecting user flows to streamline product options and purchases.


MUSH sales and subscriptions are up, and their digital store is a high-performing extension of the brand experience. Now they have all the digital ingredients they need to win, overnight and into the future. Yum.


Powering a mouthwatering brand on the web

MUSH had partnered with the illustrious Manual Creative to refresh their branding and packaging with a bold, industrial look — one that would appeal to top athletes and wellness influencers as much as busy parents and professionals.

When concepting the web design, we collaborated with Manual to push the boundaries within their guidelines and ensure a consistent brand experience, from browsing the site to peeling the lid off a container.

We executed a high-contrast, monochromatic aesthetic, allowing the product and people shots to pop. Our design is mobile optimized and modular, so customers can shop on their phones and MUSH can easily add sections as they grow. Paper Tiger, helping everyone do what they do.


Delivering brand messaging — and cool oats by the case

Shopify is set up to sell products, not tell stories. NBD. We got in there and built easily editable, content-rich marketing pages, equipping MUSH to educate consumers and celebrate their journey.

Paper Tiger engineered account functionality, so customers can log in, shop past orders, and manage their subscriptions. We embedded customer reviews for social proof on every product page and integrated an interactive store locator for same-day shopping.

Hungry for a clean Shopify experience?