Case study

An active multi-project ongoing relationship for a US DTC supplement brand — two repos, two builds, one ongoing engineering team.

Natural Jackson is a USA men's sexual wellness supplement brand. Muscled delivered two rounds of Shopify theme development across two repos: an initial build with three parallel design directions, then a full rebuild with 20+ custom Liquid sections, per-product templates, per-product homepages, a custom cart drawer, and a subscription plans surface. Active as of Jun 2025.

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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 since Feb 2025. Two GitHub repos, two project phases, ongoing development work through Jun 2025 on the d5-plans branch.

SRC: vault relationship_status, GitHub commit history, 2026-06-07

Parallel design directions evaluated
4

Four simultaneous design iterations (d4, d5, d6, d11) developed across the two repos. Feedback rounds layered on each direction before a final accepted trunk.

SRC: GitHub branch architecture (natjack + Natjax-new), 2026-06-07

Custom Liquid sections built
20+

Custom section library covers hero, formula/ingredients, benefits, comparison tables, FAQ, video reviews, newsletter, recommendations, and product cards. Plus dedicated product-specific templates for Rocketwood, Ever Wood, and bundles.

SRC: vault custom_sections + product_templates, 2026-06-07

Natural Jackson 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 since Feb 2025 (677 mo)
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    677 mo
    Engagement length
The work

How the engagement unfolded

  1. Initial Shopify theme build

    Feb 2025 — Apr 2025

    First Shopify Liquid theme for naturaljackson.com on the natjack store. Three simultaneous design directions (d5, d6, d11) developed in parallel, each iterated through dedicated feature branches and feedback rounds. Standard Shopify section architecture at this phase — focus was on visual design and layout. Included an ew-template branch (d5-ew-template) for early product-specific template work on the Rocketwood / Ever Wood line. 18 pull requests merged across 11 branches.

    • Shopify Liquid theme
    • Design iterations d5/d6/d11
    • 18 PRs across 11 branches
    • Ever Wood / Rocketwood template

  2. Theme rebuild — Natjax-new (active)

    Apr 2025 — present

    Significant rebuild with a comprehensive custom section library and product-specific template architecture. Introduced dedicated homepage treatments per flagship product (Rocketwood-homepage, TotalPackage-homepage) plus a full set of custom Liquid sections for the DTC supplement experience: hero, formula / ingredients, benefits, comparison tables, FAQ, video reviews, newsletter, recommendations, and product cards.

    Four design directions developed in parallel (d4, d5, d6, d11) including a custom cart drawer (d4-cart-drawer) and a d5-plans branch for subscription / pricing-plan work. 27 pull requests across 17 branches. Active as of Jun 2025.

    • Custom section library
    • 20+ custom Liquid sections
    • Product-specific templates
    • Per-product homepage branches
    • Custom cart drawer
    • Subscription plans page
    • 27 PRs across 17 branches
Project overview

What we built

Natural Jackson is a USA-based DTC men's sexual wellness and male vitality supplement brand under parent company Ever Vital Ventures Inc. The product line covers individual SKUs (Rocketwood, DRIVEN) and bundled stacks (Total Package, Stamina Path, Natural Growth Secrets). Plant-based actives, no fillers or binders, formulated for libido, stamina, energy, and bedroom performance.

Muscled has been on a multi-project ongoing engagement since Feb 2025. The engagement spans two GitHub repos and two distinct project phases: an initial Shopify Liquid theme build (natjack) with three parallel design directions, followed by a full theme rebuild (Natjax-new) with a comprehensive custom section library, per-product templates, per-product homepages, a custom cart drawer, and a subscription plans surface. The relationship is active as of Jun 2025.

In their own words

(Testimonial TBD — vault permission_to_publish is open. Founder Jackson Hightower is on record via the vault but a quote has not been collected.)

Natural Jackson is a USA-based DTC men's sexual wellness and male vitality supplement brand under parent company Ever Vital Ventures Inc. Plant-based actives, no fillers or binders. Active multi-project ongoing relationship since Feb 2025.

Natural Jackson teamFounder
The challenge

What was holding them back?

Natural Jackson is a credibility-sensitive category — men's sexual wellness supplements need a storefront that reads serious and clinical without being clinical. Stock Shopify sections weren't going to clear that bar, and the founder needed to evaluate multiple visual directions as real working themes rather than static mockups.

  1. 01

    Founder-led supplement brand needed a credibility-forward storefront

    Natural Jackson sells men's sexual wellness supplements — a category where buyer trust is the conversion bottleneck. The brand needed a DTC storefront that communicated formulation rigor (plant-based actives, no fillers or binders) and clinical credibility without feeling clinical.

  2. 02

    Product line spans single SKUs and complex stacks

    The catalog mixes individual products (Rocketwood, DRIVEN) with bundled stacks (Total Package, Stamina Path, Natural Growth Secrets) and program-style protocols. A single product template wasn't going to do justice to flagship SKUs that needed their own narrative and conversion treatment.

  3. 03

    Direction not yet locked — several visual languages on the table

    The brand had multiple plausible visual directions and needed to evaluate them as real, buildable storefronts before committing. Picking one in Figma alone wasn't going to surface how each direction actually performed against the supplement-CRO playbook.

  4. 04

    Standard Shopify sections aren't enough for supplement CRO

    A serious DTC supplement page wants formula displays, ingredient call-outs, video reviews, comparison tables, double-benefits blocks, and brand-promise sections. None of these come out of the box. The theme needed a purpose-built section library to support every flagship product's PDP and homepage.

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.

  • Parallel design directions, built, not just designed

    Four design directions (d4, d5, d6, d11) developed as real working Shopify themes across two repos, each with its own feedback rounds and feature branches. The brand evaluated direction against a live storefront, not a static mockup.

  • Custom Liquid section library for supplement CRO

    20+ custom sections covering the full supplement-PDP playbook: hero, formula / ingredients display, benefits and double-benefits blocks, comparison tables, FAQ, video reviews, newsletter capture, brand promise, recommendations, and custom product cards. Reusable across templates.

  • Product-specific templates and per-product homepages

    Dedicated Shopify product templates for flagship SKUs (product.rocketwood.json, product.ever-wood.json) and bundle architecture (product.bundle.json, product.bundle-pack.json). Plus per-product homepage branches (Rocketwood-homepage, TotalPackage-homepage) so each hero product gets its own conversion-tuned landing experience.

  • Custom cart drawer and subscription plans surface

    Custom cart-drawer build (d4-cart-drawer / d4-drawer) replacing the stock cart experience, plus a dedicated d5-plans branch for subscription and pricing-plan work. The storefront supports the recurring-buyer model the supplement category depends on.

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify
    Platform
  • Liquid
    Templating
  • Custom Liquid sections
    Theme architecture
  • Per-product templates
    PDP architecture
  • Vanilla JS + CSS
    Frontend
  • Figma
    Design
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

Shopify theme development

  • Custom Liquid theme
  • 20+ custom sections
  • Per-product templates
  • Liquid + vanilla JS
  • Custom cart drawer
  • Subscription plans surface
  • Custom FAQ
  • Custom multicolumn
  • Recommendations module
  • 11 + 17 feature branches
  • 18 + 27 PRs across two repos

Supplement PDP + CRO components

  • Formula / ingredients section
  • Video review section
  • Comparison tables
  • Benefits + double-benefits blocks
  • Brand promise section
  • Review slider
  • Featured collection block
  • Custom product cards
  • Newsletter capture
  • Icon-with-text + image-with-text blocks

Per-product templates + homepages

  • Rocketwood homepage
  • Total Package homepage
  • Bundle pack templates
  • product.rocketwood.json
  • product.ever-wood.json
  • product.bundle.json
  • product.bundle-pack.json
  • Per-SKU conversion treatment
  • Flagship-product narrative pages

Parallel design directions

  • d4
  • d5
  • d6
  • d11
  • Multi-direction evaluation
  • Feedback rounds per direction
  • Built-not-just-designed
  • Trunk merge from accepted direction
  • Same workflow used on Nova / Tecniplast
Storefronts

One build. Multiple markets.

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

  • United States

    Primary storefront / DTC supplement brand
    • Shopify
    • Custom Liquid theme
    • 20+ custom sections
    • Per-product templates
    • Per-product homepages
    • Custom cart drawer
    • Subscription plans
    United States 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 since Feb 2025. Two GitHub repos, two project phases, ongoing development work through Jun 2025 on the d5-plans branch.

SRC: vault relationship_status, GitHub commit history, 2026-06-07

Parallel design directions evaluated
4

Four simultaneous design iterations (d4, d5, d6, d11) developed across the two repos. Feedback rounds layered on each direction before a final accepted trunk.

SRC: GitHub branch architecture (natjack + Natjax-new), 2026-06-07

Custom Liquid sections built
20+

Custom section library covers hero, formula/ingredients, benefits, comparison tables, FAQ, video reviews, newsletter, recommendations, and product cards. Plus dedicated product-specific templates for Rocketwood, Ever Wood, and bundles.

SRC: vault custom_sections + product_templates, 2026-06-07

Ready to ship yours?

Let's talk about what you want to ship.

An active multi-project ongoing engagement across two repos and two project phases. Initial theme build with three parallel design directions, then a full rebuild with 20+ custom Liquid sections, per-product templates, per-product homepages, custom cart drawer, and subscription plans. Active since Feb 2025.

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