GR Fuel

Clinically-engineered performance gummies, built into a Shopify store worth the formula.

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Company

Sports Nutrition / Performance Supplements

About the Project

GR Fuel is a performance supplement brand built to reject the "pixie-dust" formulas common across the pre- and post-workout category — every product is clinically validated and precision-engineered, from Lion's Mane and Cognizin Citicoline pre-workout gummies to beetroot and Senactiv post-workout recovery formulas.I revamped and built GR Fuel's entire e-commerce store from scratch with a custom UI/UX, implementing the brand's Figma design pixel-for-pixel on Shopify's Horizon theme, backed by a competitive audit against category players like Magic Mind, Grüns, and Create.

(01)

Challenge

GR Fuel's positioning is deliberately anti-hype — precision-engineered, clinically-dosed formulas in a category dominated by flashy marketing. The challenge was building a storefront premium and credible enough to match that positioning, without borrowing the same "pixie-dust" visual language the brand is built to reject.

(02)

Immersion

Benchmarking against Magic Mind, Grüns, and Create

I ran a full brand and paid media competitive audit to understand how the strongest players in functional performance supplements operate:

Storefront structure and packaging narrative across the category
Offer and bundle strategy used by top competitors
Visual language that signals clinical credibility vs. hype

(03)

Experience Strategy

A ground-up rebuild on Shopify's Horizon theme

Working from a detailed Figma design, I revamped and built the entire e-commerce store from scratch with a custom UI/UX on Shopify's Horizon theme — matching the design pixel-for-pixel while structuring the store architecture around the brand's performance and credibility story.

(04)

Design Execution

Pixel-perfect implementation, built for scale

Every screen was built to match the original Figma design precisely, with a component structure designed to support future product launches and campaigns without requiring a rebuild each time.

(05)

Outcome

A storefront that earns the "clinically-engineered" claim

GR Fuel now has a digital presence that matches its formulation standards — a store built to compete directly with the biggest names in functional performance supplements, not just look good next to them.

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