A New Caviar Brand for the Modern Consumer
PRL Caviar started inside an event planning business, where caviar was already part of the experience. The founders wanted to bring it straight to customers’ homes with a direct-to-consumer brand that was premium, modern, and a little cheeky. Their slogan says it all: “Bring the tin.” After a year of building the brand, they were ready to sell online, starting from zero with no existing store.
The Challenge: Selling a Luxury, Perishable Product Online
Caviar is expensive, intimidating for first-time buyers, and perishable. Shoppers have real questions before they buy: Which caviar should I choose? Will it arrive cold and fresh? Is it worth the price? The store had to answer every one of those questions while keeping the brand’s playful, premium personality intact.
The Approach
Protecting the brand’s personality
PRL already had a strong identity, so our job was to carry it online without losing anything. We kept the look modern and luxurious and let the brand’s cheeky voice come through, so the store feels like a treat, not a formal dining room.
Clear messaging from the first scroll
Visitors understand right away what PRL sells and why it’s different. Each species is described by taste, from creamy and mild to nutty and bold, so first-time buyers can choose with confidence.
Upsells that complete the experience
Caviar is rarely eaten alone. We created upsells and bundles that pair each tin with crème fraîche, blinis, truffle chips, and Mother of Pearl spoons, turning a single tin into a complete experience and raising the value of every order. We’ve even included product subscriptions.
Built to be found
As a new brand, PRL needed search visibility from day one. We set up the SEO foundations, including clear page, meta descriptions and page titles including image alt descriptions. (Upgraded package)
The Result
We designed and launched PRL Caviar’s store in 7 weeks. The brand saw early sales right after launch, supported by its opening promotions and the audience it had spent a year building. PRL now has a store that matches the quality of its caviar and grows with the brand as it reaches more customers across the U.S.
Video showing about us page scroll down and a product page.
Sound Familiar?
How do I sell a luxury food product on Shopify?
Make it feel approachable, explain the differences in plain language, and remove every doubt about freshness and shipping before checkout.
How do I increase average order value for a premium product?
Bundle the product with what customers already enjoy it with. Pairings and ready-made bundles feel like a better experience, not an upsell.
How long does it take to launch a Shopify store for a new brand?
PRL Caviar launched in 7 weeks. Most new Shopify stores with CreateNext launch in six to eight weeks, depending on the number of products and custom features.