Eyecart

01. Our Insight

Eyecart wasn’t just solving a distribution problem. It was reframing what accessible, clinical-grade eye care could look like.

During our brand discovery, one insight rose to the top: Eye care is health care, and clinical-grade treatment should be accessible, never transactional. In other words, while price mattered, the real currency was trust in clinical expertise. 

So we ditched the discount-store perception and leaned into what made Eyecart different: clinical expertise, seamless access, and a brand people could trust.

We defined Eyecart’s purpose as: “Putting clinical eye care within reach.” Every decision followed that north star—from visual identity to retention strategy. Because when people know they’re getting real, doctor-backed care, price becomes a value add, not the brand.

Our positioning exercises unearthed a singular, unifying insight: “Eye care is health care, and clinical-grade treatment should be accessible—never transactional.” In other words, while price mattered, the real currency was trust in clinical expertise. Eyecart’s purpose, “We exist to put clinical eye care within reach,” became the brand’s true north. We renounced the “discount retailer” mindset and embraced a higher-order promise: Eyecart is not simply a convenient checkout experience, but a “clinical-grade, doctor-approved” partner on every customer’s eye-health journey.

02. Brand Transformation

Brand Repositioning

We repositioned Eyecart as a modern, trusted authority in eye health. One that’s medically rigorous but emotionally warm, clear, credible, and never cold. Messaging centered around:

• Doctor-approved eye care, made simple
• Clinical-grade products, delivered to your doorstep

Visual Identity

We developed a visual strategy that solved Eyecart's core tension: how to signal medical expertise while dismantling the barriers that keep people from seeking care. The design system borrows visual cues from premium skincare and wellness brands—categories where health meets daily ritual—rather than traditional pharmaceutical aesthetics. This strategic shift positions eye care as an essential part of self-care, not a medical chore. Through sophisticated color relationships, confident typography, and lifestyle photography that celebrates clarity over clinical distance, we created a brand language that makes doctor-grade products feel as accessible as they actually are (thanks to Eyecart).

Website Optimization & Management

We migrated Eyecart from WooCommerce to Shopify, creating a more intuitive experience for both customers and the internal team. The new platform enabled us to build a seamless purchase journey that truly reflected the elevated brand positioning—complete with enhanced product discovery, subscription options, and curated bundles that made clinical eye care more accessible.

The impact was immediate—91% increase in conversion rate, 46% jump in average order value, and 20% revenue growth within 60 day

03. Marketing System

Retention Marketing

Eyecart had zero retention infrastructure—no email flows, no loyalty program, no systematic way to nurture customer relationships. We built their retention engine from the ground up.

Our approach balanced immediate revenue with long-term growth:

• Automated flows for post-purchase engagement, cart recovery, and personalized product recommendations based on purchase history
• Monthly campaigns that educate about eye health while driving repeat purchases
• Segmentation strategies that recognize different customer needs—from contact lens subscribers to dry eye sufferers

The results speak to the power of treating customers as patients, not transactions: 220% increase in email order rate, 475% jump in click rates, and retention marketing now drives 20% of total revenue.