Lion's Brain

Challenge

Lion's Brain is a premium British hand-cooked crisp brand launching direct to consumers while also wanting a credible route for retail and wholesale trade buyers. The brief was a full store build on the Rush theme that could sell a small, beautifully positioned range across two very different audiences - everyday shoppers buying single packs and multipacks, and trade buyers ordering cases and pallets - without the store feeling confused or cluttered for either group.

Solution

We built the store around a blended B2B/D2C architecture using Shopify product tags to drive smart collection filtering, so trade and wholesale products live in their own clearly separated space while the consumer catalogue stays clean. A key piece of custom work was the pricing display: trade products needed to show ex-VAT prices, so we wrote custom Liquid that back-calculates and displays the correct figure only where it should appear, leaving the consumer-facing inc-VAT prices untouched. We also carried out a full audit of the build against the client's detailed brief, working systematically through product setup, shipping, cart experience, navigation, and VAT logic, and advised on which more advanced B2B features were genuinely worth adding now versus sensibly deferred to a later phase.

Outcome

The store was signed off by the client and held password-protected until final product photography and lab results are ready - exactly the disciplined, launch-when-ready approach a premium brand should take. The engagement is a good example of giving a small founder-led business a store that punches above its size while keeping the scope honest.