From no name to real revenue in a category that punishes newcomers.
Baby's Pantry came to us before they had a name. The organic European baby formula category is dominated by entrenched, search-optimised competitors with deep SEO authority and big paid budgets. The brief was to build something that could compete on day one: credible enough to convert anxious parents, distinct enough to stand out, and engineered to start ranking and selling from launch.
We treated it as an end-to-end launch: naming, brand identity, e-commerce platform, content engine, and a multi-channel paid + organic growth plan. The site was built on WordPress for SEO flexibility and ease of expansion, with email automation and a content calendar that started shipping value the day it went live.
The brand system.
A name, mark, and brand system designed to feel as considered as the product. Soft, warm, parent-first, but with the precision of a brand built to scale across packaging, marketing, and the eventual move into wholesale.
Colour system
The website rebuild.
A bespoke WordPress e-commerce build (chosen for the SEO and content flexibility) with conversion-led product pages, a streamlined checkout, and the foundations to support subscription, loyalty, and email automation down the line.
- Bespoke WordPress + WooCommerce build
- Day one Revenue-generating from launch
- Subscription-ready Architecture built for repeat purchase
Earning the top of the page.
SEO baked into the site from the first wireframe: informational content, category pages, product pages, and a deliberate internal linking structure. The result is steady organic visibility for terms most new brands take years to even sniff.
- Top 10 For competitive baby formula terms
- Growing Monthly organic traffic month-on-month
Performance that compounds.
Performance media on Google + Meta paired with always-on email, focused on the routes that actually convert anxious first-time buyers into repeat customers, with creative refreshed at the cadence the algorithms need.
- £20k+ Monthly recurring revenue in first 6 months
- Multi-channel Google, Meta + email
The headline numbers.
A brand that has gone from naming to a real, revenue-generating business inside six months, with the brand authority, search visibility, and customer engagement to keep compounding from here.
- £20k+ MRR within first 6 months
- Top 10 For competitive category keywords
- Multi-channel Search, paid, social + email engine live
- Bespoke Brand + e-commerce + content system
- Growing Returning customer rate month-on-month
- Wholesale Interest from B2B partners building
What the client said.
- via Clutch ★★★★★
They are so hands on and really take the time to understand our business goals and needs to tailor the solution for us.
We approached Adstract for a bespoke e-commerce website and branding: they came up with the name and a fantastic, scalable logo, and built the whole site in WordPress for SEO and flexibility. They've gone above and beyond to find ways to automate our processes. The site is already generating revenue, brand authority is climbing month on month, and they care about generating actual results, not just ticking the task box.
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Always-on, on-brand social.
Always-on organic + paid across Pinterest, LinkedIn (for B2B / wholesale interest), and Instagram. Built around the moments parents are actually researching feeding choices, not just sales-led content.