Tibico Health
A calm, conversion-focused Shopify experience that transformed a growing wellness brand into a scalable, subscription-led ecommerce business.
- Sector
- Health, wellbeing and fermented drinks
- Platform
- Shopify
- Impact
- Top-tier conversion, rapid subscription growth and a connected ecommerce marketing platform
- Services
- Ecommerce strategy, Shopify design and development, UX and UI, Wix to Shopify migration, subscriptions, Build a Box, Klaviyo, Meta and Google marketing, launch strategy, brand storytelling, art direction, interviews, photography, video production and editing
- Website
- tibicohealth.com
The challenge
Tibico Health produces raw, unpasteurised water kefir using natural ingredients and traditional fermentation methods. The brand had built a loyal community around gut health, balance and everyday wellbeing, but its existing Wix website was limiting the next stage of growth.
Subscription journeys lacked clarity, purchasing decisions had become unnecessarily complicated and the platform offered limited flexibility for reporting, marketing integrations and future development.
The challenge was not simply to move the website from Wix to Shopify. It was to rethink how customers discovered, understood and purchased Tibico products, while preserving the calm and honest character of the brand.
The new platform needed to simplify subscriptions, improve the customer journey and create a stronger foundation for retention, marketing and sustainable ecommerce growth.
Shopify ecommerce
Clarity over complexity.
We began the project in October 2025, approaching it as both a technical replatform and a complete customer experience redesign.
Shopify was selected for its ecommerce capabilities, subscription flexibility, reporting and ability to integrate with marketing platforms including Klaviyo, Meta and Google.
- Crafted with kindness
- Fermented by nature
- A living ferment, crafted slowly
- Built around daily ritual
- Raw, unpasteurised water kefir
The build
What we delivered
We designed a bespoke, mobile-first Shopify experience based around a clear set of principles:
- Clarity over complexity
- Calm confidence rather than hard selling
- Simpler product and subscription choices
- A scalable platform designed for long-term growth
The new website introduced clearer product architecture, streamlined Shopify checkout journeys, secure customer accounts and more intuitive subscription management.
Telling the story from the inside
The visual experience was designed to reflect Tibico’s natural ingredients, traditional fermentation process and place within customers’ daily routines.
Bluestone98 planned, organised and art directed the complete content production. This included interviewing founder William Shotten and members of the Tibico team to capture the people, purpose and family story behind the brand.
The approach avoided exaggerated wellness language and staged perfection. Instead, the photography, interviews and films focused on warmth, authenticity and everyday use.
Simpler choices, in the customer's control
Customers can explore the complete range, choose mixed or fixed flavour boxes, or use the Build a Box experience to create their own selection.
Subscription options are presented transparently, helping customers understand the benefits while remaining in control of their deliveries.
Migration without losing momentum
Tibico already had a loyal customer base and a set of live subscription relationships. The platform move had to protect those while building something considerably better around them.
Customer and subscriber data was migrated from Wix to Shopify with care, handled accurately, securely and in line with GDPR. Where customers needed to act, on passwords, payment details or delivery preferences, the communication was clear and the disruption kept to a minimum.
The result was continuity. Existing customers carried on much as before, while the business gained a platform capable of far more.
An integrated launch campaign
The new Shopify site launched on 6 January 2026, supported by a coordinated push across email, paid social, search and organic social.
Klaviyo brought customer relationships into the same system, with journeys built around onboarding, repeat purchase, subscription engagement and retention. Meta carried the discovery work while Google captured the people already looking.
The point was that none of it ran in isolation. Platform, customer data, creative and marketing were connected from the first day, so what was learned in one place could be put to work in the others.
The results
The numbers
Growth from the very beginning
The response was immediate. Within three weeks, more than 1,000 new monthly product subscriptions had been created, giving Tibico a significantly stronger foundation of recurring customers.
Conversion reached 5.93%, while email quickly established itself as an important part of the customer relationship. Paid social also delivered a strong early return, demonstrating the value of bringing platform, content and marketing together from launch.
More important than any single metric was the pattern behind them: customers were finding the products, understanding the proposition and choosing to come back.
“Over the past few months we've taken a big step forward at Tibico, moving from Wix to Shopify and rebuilding the experience from the ground up. Tibico has never been about hype. It's a living ferment, crafted slowly, built around daily ritual. So it mattered that every part of the brand felt true to that.”
A clearer view of growth
Moving to Shopify created more than a better customer experience. It gave Tibico a clearer picture of how customers discover, buy and return to the brand.
Bringing ecommerce, email and paid media together made it possible to understand the customer journey as a whole, rather than viewing each channel in isolation.
That insight is now helping shape what comes next, from retention and subscription growth to creative development and future campaigns.
Less friction. More connected.
For customers, everything got simpler. The range is easier to understand, boxes can be built to taste, and subscriptions are managed with far less friction. For Tibico, new products, bundles and campaigns no longer wait on the limits of the old platform.
Behind that simplicity the system became more connected. Shopify holds the commerce, Klaviyo carries the customer relationship, and Meta and Google bring people in and back again.
The interviews, photography and film gave the brand a warmer and more genuine voice, and left a bank of creative to keep drawing on. The first phase of advertising showed which of it works hardest, pointing the next stage towards more founder-led storytelling, honest product demonstrations and real customer stories.
Built to scale
More than a move from Wix to Shopify.
It is a scalable ecommerce system that brings together brand, customer experience, subscriptions, original content, data and digital marketing to support Tibico’s long-term growth.
