Skin and Bone
Introduction
Skin & Bone sells premium Portuguese sardines, skin-on and bone-in, direct to US consumers. Lunova built the brand from the ground up and optimized the Shopify storefront for conversion.
- Year
- 2025 - Now
- Industry
- DTC Tinned Fish / CPG
- Scope of work
- / Branding/ Web design/ Development/ CRO/ SEO
- Timeline
- Ongoing
Challenges
No consistent brand, no optimized storefront, no conversion baseline
Before Lunova, Skin & Bone had a product worth selling and little else. There was no defined visual identity, no brand voice, and no storefront built to convert skeptical first-time buyers of tinned fish in a market where the category carries real consumer friction. Without a coherent brand argument or a tuned purchase path, the site was converting at 0.87% — capturing less than one buyer per hundred visitors.
View Site Live
Results
Conversion rate grew from 0.87% to 8.4%
Lunova delivered a full brand system — voice, visual identity anchored in Dark Navy, Light Cream, and Accent Blue, and the primary tagline "We left the good parts in" — then built a Shopify storefront, Klaviyo retention flows, and a review system to support it. Ongoing conversion optimization brought the site from 0.87% to 8.4% — nearly a tenfold increase — by tightening the full path from first impression to completed purchase.
