Hey, it's Cam 👋

I’ve got a tasty one for you today.

The Atlas Bar team launched their new Shopify store with us a few weeks back. I really like this build. The design looks simple on the surface, but there’s a a surprising amount under the hood that I want to share.

So today’s issue is a behind-the-scenes look at the improvements we made to help Atlas increase AOV and grow subscription revenue.

But before we dive in, I’ve got to share something cool from our friends over at Hue.

They teamed up with Glossy to release the new State of Shoppable Video Report, which breaks down how top fashion and beauty brands are using shoppable UGC to drive more efficient conversions.

A few highlights from the report:
• 90% of brands are using or testing shoppable UGC
• 86% plan to increase investment over the next year
• Andie Swim saw a 5% revenue lift from Hue’s shoppable video module

It’s a really good read if you’re thinking about adding UGC to your storefront.

Check out the report →

Now, back to Atlas.

How Atlas Bar rebuilt their store for routine buyers and increased AOV

If you’re not familiar, Atlas Bar is a nutrition brand founded by James Oliver, who started the company after realizing the kind of nutrition bar he wanted simply didn’t exist. He wanted something built with real food, high protein, and almost no sugar. What began as a side hustle, with James driving Uber and selling bars out of his trunk, has grown into a scaling brand with a loyal customer base and nationwide sales.

The brief

When we first sat down with James, brand had real traction. People love the procuct and he’d built some real brand equity. The biggest gap was their ecom store. Most first-time customers were buying single boxes on Amazon, which worked well. The challenge was on Shopify, where the shopping experience wasn’t built for the routine buyers who wanted the most economical way to stock up.

The store was starting to feel a bit dated, and it wasn’t supporting their core purchase behavior. Their bundle builder relied on multiple apps that created unpredictable cart logic, the five-box offer was easy to miss, and the product setup caused issues across other sales channels.

He also wanted the site to reflect how the brand had evolved.

Here are five improvements we made to Atlas Bar’s new store:

1. Modernized the design

The problem: The old store felt loud and busy, which contrasted the simplicity James was aiming for. It no longer reflected the brand, or how loyal customers interacted with Atlas. The experience didn’t feel aligned with “protein made easy.”

The solution: We shifted the visual direction toward a cleaner and more focused layout. The new design uses a simple white and black foundation, supported by light background textures and a single, bold product color to keep attention on the bar itself. The typography is strong and straightforward, and the hero section makes the value clear without distractions. This calmer approach makes the experience feel more premium and helps guide customers toward the “Build a Bundle” action without adding friction.

2. A rebuilt bundle builder

The problem: Atlas’ old bundle builder relied on UpCart, which caused unpredictable cart behavior. When shoppers picked their four flavors, the cart swapped everything for a separate “bundle” product, so people couldn’t see what they’d actually selected. Unlocking the free fifth box was confusing, the UI felt dated, and the setup required duplicate product listings that caused inventory syncing issues across other channels.

The solution: We rebuilt the bundle natively in Platter, consolidated the product data, and made the cart reflect exactly what customers select. The free fifth box is surfaced clearly, the cart updates instantly, and the entire flow behaves the way shoppers expect.

3. Cart-level subscription logic that prevents issues

The problem: Customers could subscribe to different flavors at different frequencies. In theory, it was more convenient for customers, but it created fulfillment issues. The team often ended up shipping multiple orders to the same person.

The solution: We introduced a single subscription selector at the cart level. Customers choose one frequency and everything follows it. It keeps the experience simple for shoppers and eliminates unnecessary operational costs for the Atlas team.

4. A product model that works across all sales channels

The problem: Their old product structure used multiple listings for the same flavors. It was required for their previous bundle app but caused issues with inventory sync and limited how they could expand into channels like TikTok Shop.

The solution: We consolidated everything into one product with variant-level meta fields. Ingredients, nutrition facts, and media update instantly when a customer switches flavors. The Atlas team can now manage their product data from one place and avoid sync issues across channels.

5. Improved PDP hierarchy

The problem: Heatmaps showed customers checked ingredients before nutrition facts, but the old PDP had this reversed. The value behind the five-box offer also wasn’t clear in the buy box, so shoppers had to piece things together on their own.

The solution: We reordered the PDP to match how customers naturally evaluate the product. Ingredients come first, followed by nutrition. We also made the five-box “Buy 4, Get 1 Free” message more prominent in the buy box. The page now answers the right questions in the right sequence and guides customers toward the bundle.

Feedback from James and the Atlas team

Working with the Atlas team was incredibly collaborative. Here’s some feedback James shared with us during the build process.

Moments like this are what it’s all about.

I’m such a fan of how simple and clean this store is. And the bundle builder is slick.

Take a look at their new store → atlasbars.com

If you want a deeper look at how we built the bundling and subscription logic, or you’re looking at refreshing your store in the new year, shoot me a reply and I’d be happy to run through this project in more detail. 

Good luck with your BF campaigns over the weekend!

— Cam