Playmate Labs approached me during a key growth phase, looking to strengthen their direct-to-consumer presence and reduce reliance on third-party platforms. The project focused on three core areas: rebuilding their Shopify storefront with a more modern, brand-aligned aesthetic; developing a scalable content strategy rooted in SEO and retention; and laying the groundwork for zero-party data collection using Klaviyo. The goal was to create a site and marketing foundation that not only looked great but also drove conversions, supported long-term growth, and enabled more personalised customer experiences.

Client Background

Playmate Labs is a UK-based DTC brand innovating in the sexual wellness space with their flagship line of aphrodisiac chocolates. Combining functional ingredients with indulgent flavors, they offer a playful yet science-backed product designed to enhance intimacy and connection. With a bold, modern brand identity and strong traction on platforms like TikTok Shop and Lovehoney, Playmate Labs is carving out a unique niche at the intersection of pleasure, wellness, and lifestyle.

Project Challeges

Playmate Labs needed a site and strategy overhaul to improve conversion, strengthen brand consistency, and unlock better customer insight through owned channels.

Outdated Shopify Storefront

The original site provided a solid foundation at launch, but it lacked a cohesive brand identity, modern UX design, and essential trust signals – all of which limited its ability to convert visitors and build credibility.

No Clear Content or SEO Strategy

Despite ranking for some high-intent terms, the brand had no structured plan for expanding organic visibility or creating reusable content across channels.

Limited Customer Insight & Retention

With no zero-party data capture or email segmentation in place, the brand struggled to personalize its messaging or understand post-purchase behavior.

Solution

I redesigned Playmate Labs’ Shopify storefront and implemented a strategy focused on conversion, retention, and long-term DTC growth — balancing speed, cost-efficiency, and customisation.

Brand-Aligned Storefront Redesign

To reduce development time and cost, we selected a third-party Shopify theme as the foundation. I then customised the theme to reflect Playmate Labs’ bold, modern aesthetic – including a bespoke product page and buy box specifically designed to encourage multi-pack purchasing. Collection layouts and checkout styling were also refined to improve flow and build trust.

SEO-Driven Content Strategy

Built a scalable content framework centred around educational, keyword-rich topics. I also activated the Bloggle platform, giving the team an easy-to-manage tool for publishing SEO-optimised blog content to support long-tail organic growth.

Zero-Party Data & Email Foundation

Set up Klaviyo email flows and implemented an offer-driven pop-up designed to collect both emails and key zero-party data through embedded segmentation questions. This configuration laid the groundwork for smarter list segmentation, personalised messaging, and more effective retention campaigns across the customer lifecycle.

Results That Set the Stage for Scalable Growth

Early performance showed promising signs of impact across both on-site engagement and email capture. Klaviyo pop-up submit rates rose by over 50% following implementation, driven by improved design, value alignment, and segmentation. With a revamped storefront, stronger data foundation, and clear brand consistency, Playmate Labs is now well-positioned to grow its direct-to-consumer channel with confidence.

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