Enjoy Rogue

Shopify Website Design & Build

January 2021


The Client

Rogue is an entrepreneurial brand who put the art in artisan. With their handmade marmalades, jams, and chutneys, they’re looking to shake up the conservative world of mass-produced, boring foods, and give everyone a secret weapon for game-changing food creations.


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The Brief

After growing the business and expanding from farmer’s markets to local restaurants, cafes, and retail, Rogue wanted a way of reaching their audience directly, without any need to compromise on quality or service.

The Solutions

Before giving people a taste of what Rogue could do, we took time to understand their branding, create a marketing strategy, build a best-practise Shopify website, and develop marketing campaigns to drive new customers and retain loyalty.



Phase 1

Brand and Marketing Strategy

To truly understand a brand, you need to get into the ingredients that make it, so we took the time to understand Rogue’s branding, tone of voice, audience, and more. With this audience and Rogue’s goals in mind, we created a new marketing strategy that focused on driving awareness with new people and retaining people who were already part of this culinary movement.

Phase 2

Shopify Website

With our flavourful foundation agreed, we set to work on the scope, design, and launch of Rogue’s best-practise Shopify ecommerce site. This was central to our ongoing marketing strategy, giving the client a core platform to drive people to, and was split into 5 key stages.

 Key Stages

  1. Website wireframing: Understanding the key pages for the brand and keeping a focus on the most efficient customer journey from homepage to purchase.
  2. Page development: From here, we developed a bespoke theme across 10 pages, showing how the website will come together with desired functionality and brand style. 

Core functionality for Rogue included:

  • Product filtering on collection pages.
  • Unique Selling Points bar, showing off benefits of buying Rogue products.
  • Klaviyo integration for new CRM journeys and welcome offer emails.
  • Mobile optimised for game-changing flavours on the go.
  • A media-rich blog and recipes, highlighting the products in use.

3. Testing and optimisation: We test that every page and every feature is working at its best. If there’s anything not up to scratch, we fix it!

4. Launch: The client’s website is revealed to the world, ready to welcome more people to this new way of thinking and cooking.

Facebook Advertising

With an impactful ecommerce website in place, our next mission was to build awareness of the Rogue brand and drive traffic, encouraging trial of their products. Using audience and interest targeting, we reached relevant people with Facebook ads and showed the products in use, including serving suggestions, blogs, and recipes. We didn’t just want people to buy Rogue products, we wanted people to buy into the Rogue lifestyle.


Culinary movement’s don’t happen overnight, but results are coming soon…Come back any day now for results as bold as Rogue’s chutneys.


“Working with Digital Cake has been an absolute pleasure.
Based on our initial conversation with the operations director and the marketing director it was clear that they were exactly who and what we needed to evolve our business.

The foundations that Digital Cake have created for our website has given us the opportunity to become the number 1 brand in our category starting with D2C.I cannot wait to grow this business with them and gain the benefit of their expertise!”

Asher Flowers
Asher Flowers
Managing Director

Want to refresh you Shopify Store?  

Our team of Shopify Experts are committed to delivering exceptional e-commerce experiences. Get in touch and begin building your brand online with Digital Cake.

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95 Northwood St, Birmingham B3 1SZ
0121 439 0750



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