Case study

Trust-heavy editorial Shopify build for a Toronto GLP-1 supplement brand.

Eien Health is a Toronto DTC supplement brand selling a GLP-1 weight-management supplement alongside fish oil, turmeric, and vitamin D3 to a 35-50+ audience. Muscled is on a multi-project ongoing engagement running the full Shopify Liquid theme: editorial-credibility layout (the modern aesthetic was tested and reverted by the founder), BizJudge reviews widget, custom ReCharge subscription variant cards, metaobject-driven patient reviews, and five per-SKU product templates.

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By the numbers

The numbers speak for themselves

Vault-backed numbers. No presentation-grade estimates. Each one is reconcilable to the founder's own reporting.

Multi-project ongoing relationship
Active

Active multi-project ongoing engagement on the Eien-Health repo since first commit 2026-02-25, with active development through 2026-05-11 on the D18-13-MR merge-ready branch. 15 branches across multiple design iterations (D16, D18, D01-PDP).

SRC: Vault notes.md, GitHub muscled-clients/Eien-Health repo inspection, 2026-05-21

Per-SKU product templates built
5

Five custom product templates covering the supplement catalog: product.glp-1.json, product.fish-oil.json, product.turmeric.json, product.vitamin-d3.json, product.bags-template.json. Plus a GLP-1-specific comparison page (page.product-comparison-glp.json) alongside a general comparison page.

SRC: Vault projects/1-shopify-theme-build-d16-d18.yaml + GitHub repo inspection, 2026-05-21

Custom Liquid sections built
7

Seven custom theme sections for supplement / editorial credibility: before-and-after, BizJudge reviews widget, featured-in (press logos), featured-product-custom, main-ingredients (ingredient breakdown), multicolumn_video, and review-json (structured review data output).

SRC: Vault projects/1-shopify-theme-build-d16-d18.yaml, 2026-05-21

Eien Health monthly revenue

Post-rebuild growth
Desktop & Mobile

The full homepage, shown two ways

Two side-by-side screenshots of the long homepage. Hover the desktop card to slowly scroll the screenshot top to bottom, so visitors see the entire page without leaving this one.

  • Desktop · full homepage after rebuild
    Active
    Multi-project ongoing relationship (676 mo)
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    676 mo
    Engagement length
The work

How the engagement unfolded

  1. Discovery + listicle / editorial credibility strategy

    Pre-engagement

    Discovery call covered the listicle / pre-sale landing page strategy for a 35-50+ supplement audience. The founder had tested a modern redesign internally and reverted to a trust-heavy editorial layout because the modern look underperformed with the older demographic. Direction set: news-editorial aesthetic, not e-commerce-looking. Prominent mobile reviews, anecdotal stories with real people at the correct age and setting, us-vs-them comparisons against competitors, Trustpilot-style large review counts, and AI-generated lifestyle imagery for the 35-50+ persona.

    • Listicle / pre-sale strategy
    • 35-50+ audience
    • Trust-heavy editorial
    • News-aesthetic direction
    • Reverted modern redesign

  2. Repo + D16 design iteration

    Feb – early Mar 2026

    Eien-Health repo created 2026-02-25 with the initial Backup-main-25-02 branch. D16 and D16-FEB-05 branches carried the first design iteration through early March. Foundational theme structure laid down across assets, blocks, config, layout, locales, public, sections, snippets, and templates directories.

    • Repo creation
    • D16 iteration
    • Foundational theme structure
    • Liquid theme base

  3. D18 build + Figma pixel-matching pass

    Mar – May 2026

    D18 became the delivered design version with D18-13-MR as the merge-ready production branch. Systematic Figma-to-code pixel-matching pass across announcement bar (36/38px), hero gaps per viewport (24/20/12px), product feature blocks (80px padding, 80px column gap, 46px heading line-height, 59px button), 'Science behind' and 'Discover' mobile styles, 'Why Choose Us' (610px fixed columns at 1440px, 80px icons, 64px button), FAQ (72px row height mobile, show more/less white background full-width centered), customer reviews filter icon and header layout, BizJudge widget (16px mobile gaps, font-weight 400 enforced), footer newsletter band / 258px logo / legal link gap, video slider auto-play/pause on mobile swipe with scroll-out pause, and menu drawer full-width rows.

    • D18 + D18-13-MR
    • Figma pixel-matching
    • Per-viewport spacing
    • BizJudge mobile gaps
    • Video slider auto-play / pause
    • Footer + newsletter band
    • Menu drawer full-width

  4. PDP rebuild + ReCharge subscription UX (D01-11-MR)

    Mar 2026

    Parallel PDP work stream on the D01-11-MR branch. Two-column product grid layout (620px gallery + 60px gap + 620px info at 1440px container; fluid 1fr/1fr below 1340px; single-column at 750px). Sticky ATC visibility breakpoint at 751px. ReCharge subscription variant cards with custom JS: badge positioning, selling-plan dropdown fallback, subscription/one-time toggle updating discount summary, variant input fix. Trust strip infinite marquee scroll on mobile (seamless CSS animation loop). Metaobject-driven patient review section (reviewer avatar, quote text, verified-buyer badges from Shopify metaobjects with section-settings fallback). Metafield-driven review text. Custom star icon settings with SVG fallback. Thumbnail click fix clearing srcset before setting src.

    • D01-11-MR PDP work
    • Two-column product grid
    • Sticky ATC
    • ReCharge subscription variant cards
    • Trust strip marquee
    • Metaobject-driven reviews
    • Metafield review text
Project overview

What we built

Eien Health is a Toronto, Ontario-based DTC supplement brand. The catalog includes a GLP-1 weight-management supplement, fish oil, turmeric, and vitamin D3, with per-SKU product templates for each. The target customer is 35 and older, often 50+, and the brand positions on credibility and research-backed presentation rather than modern aesthetics. The founder had already tested a modernized landing page internally and reverted because the modern look underperformed with the older demographic.

Muscled is on an active multi-project ongoing engagement building and iterating the full Shopify Liquid theme. The work has covered the foundational repo and design iterations (D16, D16-FEB-05), a Figma-pixel-matched build on the D18 / D18-13-MR merge-ready branch, and a parallel PDP work stream on D01-11-MR carrying the ReCharge subscription variant card rebuild and the metaobject-driven patient review section.

In their own words

(Testimonial TBD. Vault contact_name is open and public-OK was not confirmed on the discovery call.)

Eien Health (eienhealth.com) is a Toronto, Ontario, Canada-based DTC supplement brand. The catalog includes a GLP-1 weight-management supplement, fish oil, turmeric, and vitamin D3, with per-SKU product templates for each. The target customer is 35 and older, often 50+. Positioning centers on credibility and research-backed presentation rather than modern aesthetics. The founder tested a modernized landing page internally and reverted because the modern look underperformed with the older demographic. Operating principle: looking legit, looking credible, and research-backed.

Eien Health teamFounder / operations
The challenge

What was holding them back?

Eien's target audience is 35-50+ and the founder had already proven internally that the modern e-commerce aesthetic does not convert this demographic. The brief required a news-editorial layout with prominent mobile reviews, us-vs-them comparisons, Trustpilot-style review counts, and AI-generated lifestyle imagery showing the correct age persona. On the engineering side, ReCharge's default subscription UX needed a custom variant-card rebuild, and no theme ships with the supplement-specific sections the brand needs (BizJudge reviews, ingredient breakdown, before-and-after, per-SKU templates, GLP-1 comparison page).

  1. 01

    Modern aesthetic underperformed with the 35-50+ audience

    Eien Health's target customer is 35 and older, often 50+. The founder had already tested a modernized landing page design internally and reverted to the prior version. The modern look failed to convert with the older demographic. The operating principle confirmed on the discovery call: looking legit, looking credible, and research-backed.

  2. 02

    Reviews and credibility signals buried on mobile

    Reviews were only visible at the bottom of the mobile experience. For a supplement brand targeting an older audience that prioritizes trust signals over visual polish, that buried reviews directly cost conversions. There were no us-vs-them comparison surfaces against competitors and no Trustpilot-style large-volume review-count displays.

  3. 03

    ReCharge subscription UX did not match brand requirements

    ReCharge's default subscription variant cards did not surface the subscribe-and-save vs one-time choice clearly enough for the target audience. Badge positioning, selling-plan dropdown fallback, and discount summary updates needed custom JS. ReCharge was also incorrectly redirecting product hero image clicks to its own page rather than acting as a normal gallery image, breaking the PDP UX.

  4. 04

    Off-the-shelf theme could not carry the supplement-specific surfaces

    No theme ships with the editorial / credibility surfaces a supplement brand needs: before-and-after sections, an ingredient breakdown, a structured BizJudge reviews widget, a featured-in press logo bar, a multi-column video layout, structured review-JSON output, per-SKU product templates (GLP-1, fish oil, turmeric, vitamin D3), and a GLP-1-specific comparison page alongside a general comparison page.

Before / After

Before and after

Before

After

Funnel collapse: we removed a full page from the path to purchase.

Solutions

What we built to fix it

Each fix maps to a specific lift in the funnel.

  • Trust-heavy editorial layout tuned for 35-50+ buyers

    Replaced the modern e-commerce aesthetic with a news-editorial layout. Prominent review placement on mobile, anecdotal stories with real people at the correct age and setting, an us-vs-them comparison section against competitors, Trustpilot-style large review counts, and AI-generated lifestyle imagery (Arcads, Freepik) showing the 35-50+ persona. Listicle pre-sale landing pages position the brand inside Top-5 category lists with mechanism diagrams (how GLP-1 affects weight loss) and research-paper pulls.

  • BizJudge widget + metaobject-driven patient reviews

    Built the BizJudge reviews widget section with mobile spacing fixes (16px gaps, font-weight 400 enforced). On the PDP, added a metaobject-driven patient review section pulling reviewer_avatar, review_text, and verified_buyer fields from Shopify metaobjects, with section-settings fallback when no metaobject data exists. Metafield-driven review text on product metafields (custom.review_text, custom.review_source) with settings fallback. Custom star icon settings (full, half, empty) with SVG fallback.

  • Custom ReCharge subscription variant cards + PDP UX rebuild

    Custom JS for the ReCharge subscription variant cards: badge absolute-positioned top-right, selling-plan dropdown fallback, subscription/one-time toggle updating the discount summary live, variant input fix so the form submits cleanly. Fixed the ReCharge image click redirect that was sending product hero images to the ReCharge page. Two-column product grid (620px + 60px + 620px at 1440px, fluid below 1340px, single-column at 750px). Sticky ATC at 751px breakpoint. Trust strip infinite marquee scroll on mobile (CSS animation loop with duplicated items).

  • Per-SKU product templates + GLP-1 comparison page

    Five per-SKU product templates carrying line-specific layouts: product.glp-1.json, product.fish-oil.json, product.turmeric.json, product.vitamin-d3.json, and product.bags-template.json. Two product comparison pages: a GLP-1-specific page (page.product-comparison-glp.json) and a general comparison page (page.product-comparison.json). Custom Liquid sections covering before-and-after, main-ingredients (ingredient breakdown), featured-in (press logos), featured-product-custom, multicolumn_video, and review-json structured output. Supplement facts panel with fact rows, serving info, and warning text.

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify
    Platform
  • Liquid + custom sections
    Templating
  • BizJudge
    Reviews platform
  • ReCharge
    Subscription management
  • Instafeed
    Instagram feed
  • Shopify metaobjects
    Data model — patient reviews
  • Product metafields
    Data model — review text
  • Figma
    Design / pixel-matching
How we engineer performance

Speed is a revenue lever, not a vanity score

Every Muscled build is engineered to the same standard. The numbers below are the published industry benchmarks we design against, not stand-ins for any one client's figures.

conversions per 0.1s of load-time improvement on ecommerce sites.

+8.4%

SRC: DELOITTE / GOOGLE

conversion rate for stores loading under 2s, vs the ~1.4% Shopify average.

2.4%

SRC: SHOPIFY PERFORMANCE DATA

conversion lift per 1s of mobile load-time gained, where 90% of traffic lives.

+10-20%

SRC: SHOPIFY MOBILE BENCHMARKS

// OUR PERFORMANCE GATE we don't ship unless field Core Web Vitals hold: LCP ≤ 2.5s · INP ≤ 200ms · CLS < 0.1 (p75, mobile)

Capability surface

The techniques behind a build like this

Editorial credibility for 35-50+ buyers

  • News-aesthetic, not e-commerce
  • Us-vs-them comparison
  • Trustpilot-style review counts
  • Listicle / Top-5 pre-sale pages
  • Mechanism diagrams (GLP-1 flow)
  • Research-paper pulls
  • Anecdotal stories — real people, correct age
  • AI lifestyle imagery (Arcads, Freepik)
  • Featured-in press logo bar
  • Before-and-after section

PDP + ReCharge subscription UX

  • Two-column product grid (620+60+620)
  • ReCharge variant card rebuild
  • Sticky ATC at 751px
  • Selling-plan dropdown fallback
  • Subscription / one-time toggle
  • Live discount summary updates
  • ReCharge image-click redirect fix
  • Trust strip infinite marquee
  • Metaobject-driven patient reviews
  • Metafield-driven review text
  • Custom star icon settings + SVG fallback
  • Thumbnail click srcset fix

Theme build + Figma pixel-matching

  • 7 custom Liquid sections
  • 5 per-SKU product templates
  • Figma pixel-matched D18-13-MR
  • D16 → D18 design iterations
  • 15 branches across iterations
  • Announcement bar (36/38px px-not-rem)
  • Hero per-viewport gaps (24/20/12px)
  • Why Choose Us (610px columns, 80px icons)
  • FAQ (72px row, white show-more)
  • Footer newsletter band, 258px logo
  • Video slider auto-play / pause
  • Menu drawer full-width mobile rows
  • Supplement facts panel

Stack + integrations

  • Shopify
  • Liquid
  • BizJudge reviews widget
  • ReCharge subscriptions
  • Instafeed Instagram
  • Shopify metaobjects
  • Product metafields (custom.review_text, custom.review_source)
  • Figma design system
  • Page templates (about, contact, reviews, comparison, affiliate)
Storefronts

One build. Multiple markets.

Same theme code across markets, with localized pricing, currency, and region-specific content routed automatically.

  • Canada

    Primary storefront / Toronto-based supplement brand
    • Shopify
    • Liquid theme
    • Trust-heavy editorial layout
    • BizJudge reviews widget
    • ReCharge subscription variant cards
    • 5 per-SKU product templates
    • GLP-1 comparison page
    • Metaobject-driven patient reviews
    • 35-50+ audience
    Canada screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.
Full build · sections

Every section, built mobile-first

The full build is many numbered sections, each designed for the phone first. The rail below shows a sample. Scroll horizontally to step through.

The results

What the work delivered

Each number is reconcilable to the founder's own reporting.

Multi-project ongoing relationship
Active

Active multi-project ongoing engagement on the Eien-Health repo since first commit 2026-02-25, with active development through 2026-05-11 on the D18-13-MR merge-ready branch. 15 branches across multiple design iterations (D16, D18, D01-PDP).

SRC: Vault notes.md, GitHub muscled-clients/Eien-Health repo inspection, 2026-05-21

Per-SKU product templates built
5

Five custom product templates covering the supplement catalog: product.glp-1.json, product.fish-oil.json, product.turmeric.json, product.vitamin-d3.json, product.bags-template.json. Plus a GLP-1-specific comparison page (page.product-comparison-glp.json) alongside a general comparison page.

SRC: Vault projects/1-shopify-theme-build-d16-d18.yaml + GitHub repo inspection, 2026-05-21

Custom Liquid sections built
7

Seven custom theme sections for supplement / editorial credibility: before-and-after, BizJudge reviews widget, featured-in (press logos), featured-product-custom, main-ingredients (ingredient breakdown), multicolumn_video, and review-json (structured review data output).

SRC: Vault projects/1-shopify-theme-build-d16-d18.yaml, 2026-05-21

Ready to ship yours?

Let's talk about what you want to ship.

An active multi-project ongoing engagement (rare) Shopify theme build for a Toronto GLP-1 / supplement brand targeting a 35-50+ audience. Trust-heavy editorial credibility layout, custom ReCharge subscription variant cards, metaobject-driven patient reviews, five per-SKU product templates, and a systematic Figma-pixel-matching pass across D18-13-MR. Repo active Feb – May 2026 across 15 branches.

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