Graza

Overview Graza made olive oil fun. Launched in Brooklyn in January 2022 by Andrew Benin and Allen Dushi, the brand sells single-origin, single-varietal Picual extra virgin olive oil from Jaén, Spain, in chef-style squeeze bottles and recyclable refill cans. “Sizzle” is for cooking, “Drizzle” is for finishing and “Frizzle” handles high heat. The range has since grown into glass bottles, gift sets, olive-oil mayo and E.V.O.O. potato chips, with thousands of retail doors and a 4.9-star rating from more than 4,500 customer reviews. Huettun Labs partnered with Gander, the Brooklyn studio behind Graza’s identity and packaging, and Baggy Studio, the Shopify build partner, on graza.co. Huettun’s scope covered brand consultancy for the digital experience, UI/UX design and development of the custom Shopify theme and commerce integrations.

The challenge Graza’s whole proposition is that great olive oil should be used every day, not saved for special occasions. The site had to carry that attitude: unfussy, funny and fast, with the squeeze bottle as the hero. It also had to do serious commercial work. Convert first-time visitors arriving from TikTok and press, turn one-time buyers into refill subscribers, send grocery shoppers to the nearest store, and give a growing content program a home that keeps people cooking with Graza. All of this on a platform the small Graza team could run themselves.

Brand consultancy From shelf to screen. We worked with the Gander identity to define how the squeeze bottle, the Spanish-inspired wordmark and the hand-drawn illustrations behave in a browsable, buyable interface: where the product video leads, where type carries the joke, and where the interface gets out of the way. Voice for commerce. Guidance that lets “Made for eating, never heating” and “The subscription that feels good to forget” sit next to prices, variant pickers and shipping thresholds without losing the grin. Education as brand. The “1 Olive, 2 Very Different Oils” story (24 lbs of October olives for a litre of Drizzle, 13 lbs of peak-harvest olives for a litre of Sizzle) became a repeatable module that teaches the range on every product page. Community cues. A consistent treatment for reviews, the Instagram feed, the Ambassador program and “Grazoid” subscriber status, so social proof feels like part of the brand rather than a widget.

UI and UX design (Huettun Labs) Visual system. A warm cream canvas with deep olive-green type and a chartreuse, sunshine-yellow and mint accent palette lifted straight from the packaging. Condensed Garamond headlines, typewriter-style tags and a clean grotesque for body copy give the site an editorial, deli-counter feel. Motion with manners. Autoplaying product videos, Lottie animations and swipeable carousels bring the squeeze to life, with a global “Pause animations” control and a skip-to-content link so motion never gets in the way of accessibility. Homepage merchandising. Hero for the current launch, a product trio with “View” quick links, bundle promotion for The Trio, a “Happy Olives, Happy Oil” brand story, the Drizzle/Sizzle/Frizzle explainer, an Instagram grid and a Glog teaser, all as editable sections. Product pages that teach. Vessel choice (squeeze, refill can or glass), one-time or subscribe with every 1, 2 or 3 month delivery, Okendo reviews with photo and video filters, and the olive-to-oil story under every buy box. Subscription hub. A perks-led landing page (“$$$ in Your Pocket”, “Goodies from Graza”, “Grazoid Status for Life”) that explains the up to 19% saving and routes into The Duo, The Trio and The Starter Kit, plus a “Squeeze. Refill. Repeat.” three-step refill walkthrough. The Glog. A blog built as content commerce: Recipes, Culture and Education categories, featured articles, search and filtering, and layouts for editorial pieces and step-by-step recipes, each ending in a shoppable “See what else we’re cooking up” module. Every path to purchase. A store locator for grocery shoppers, corporate gifting with tiered bulk pricing and a Zest gifting flow, a wholesale page for retailers, gift cards, FAQs grouped by topic, and an Ambassador program.

Website development Platform. Shopify Online Store 2.0 with a fully custom theme, so Graza’s team can build any page from reusable sections and blocks without a developer. Modern front end. A component-based JavaScript architecture with Tailwind utility CSS, Swiper carousels and focus-trapped drawers, shipped as a single bundled stylesheet with self-hosted fonts. Subscriptions. Subscribe & Save on every oil, refill can and bundle, with customer self-service through a “Manage Subscription” portal. Retention and growth stack. Klaviyo email, Postscript SMS, Superfiliate ambassador referrals, Pear Commerce retail offers, gift-with-purchase upsells and a cookie consent manager, with Elevar server-side tracking feeding Google Tag Manager. Experimentation. A visual A/B testing and personalisation layer so merchandising changes can be tested rather than guessed. Reviews and trust. Okendo product reviews with star summaries and keyword filters surfaced on product and collection pages. Checkout and payments. Shop Pay accelerated checkout, PayPal and digital wallets. Agent-ready commerce. The store publishes an agentic discovery sitemap, an agents.md policy and a Universal Commerce Protocol (UCP) endpoint, so AI shopping assistants can discover and buy from the catalogue. Performance and security. Shopify’s global edge with Cloudflare, HTTP/3, early hints, responsive srcset imagery with lazy loading, HSTS, a content security policy and clickjacking protection. SEO foundations. Canonical URLs, Open Graph metadata, structured data for WebSite with SearchAction, Organization and Product, and real-time product, collection, page, blog and article sitemaps.

Results A storefront that carries one of the most recognisable packaging identities in food into a shoppable experience without losing its sense of humour. A subscription program with up to 19% savings and a refill ritual that turns a one-time squeeze bottle into a repeat habit. A 4.9-star rating from more than 4,500 reviews surfaced directly in the buying flow. A content engine, the Glog, that keeps recipes, culture and education one click from the cart.

Services delivered by Huettun Labs Brand consultancy · Digital brand expression · Content strategy · UI/UX design · Motion design direction · Shopify theme development · Subscription and app integration · Accessibility · Performance optimisation · Technical SEO

Technology Shopify OS 2.0 · Custom theme · Tailwind CSS · Swiper · Lottie · Okendo · Klaviyo · Postscript · Superfiliate · Elevar · Google Tag Manager · Shop Pay · PayPal · Cloudflare · Universal Commerce Protocol