Grill and Gear | London, UK
Grill and Gear
Shopify Ecommerce Website case study
Learn how we helped Grill & Gear transform its online store into a modern, high-performing Shopify website — making it easier for customers to find, explore, and purchase premium BBQ gear.
Streamlined online store
Enhanced visual appeal
Optimised mobile shopping
Improved conversion flow
Project Overview
The Client
Grill & Gear is a UK-based retailer dedicated to all things barbecue — from premium grills and fuels to accessories, heaters, camping gear, and gourmet condiments. They represent trusted brands such as Broil King, Napoleon, Kamado Joe, Traeger, and Char-Broil, serving passionate home cooks and outdoor entertainers.
The Challenge
The business needed a website that could keep up with its expanding product range and customer expectations. The previous site lacked streamlined navigation, mobile optimisation, and a premium look to match the quality of the products. The goal was to maintain brand colours and logo while modernising the overall shopping experience and making it easier for customers to buy.
Our Approach
Visuable Packages
To deliver on Grill & Gear’s goals, we recommended and implemented:
What We Delivered
Custom Shopify store build: Developed a high-performance Shopify site tailored to Grill & Gear’s diverse product catalogue.
Mega menu navigation: Organised categories into clear sections (grills, accessories, fuel, heaters, rubs & sauces, camping) for quick access.
Product page optimisation: Designed clean, image-forward layouts with detailed specifications, related products, and suggested add-ons.
All screen sizes optimised design: Ensured the full store experience is seamless on smartphones and tablets.
Integrated lifestyle imagery: Featured supplier-provided photos to inspire customers and showcase products in use.
Streamlined checkout process: Reduced barriers to purchase with clear calls-to-action and multiple payment options.
The Results
UX & UI Design Outcomes
Simplified shopping journey: Customers can find products in fewer clicks, improving satisfaction and sales potential.
Premium brand perception: Updated visuals and clean layouts elevate the brand’s image.
Frictionless mobile experience: Faster load times and optimised layouts keep mobile shoppers engaged.
Upsell opportunities: “Accessories to consider” and “You may also like” features encourage larger basket sizes.
Creative Execution
Impact and Creativity
The new Grill & Gear website delivers a strong first impression — the homepage hero immediately immerses visitors in a premium outdoor cooking experience, with lifestyle photography that communicates warmth, sociability, and quality. By retaining the familiar red, black, and white colour palette, we kept brand recognition intact while pairing it with cleaner lines, more whitespace, and refined typography for a modern, high-end feel. The category blocks use bold, enticing imagery that draws customers deeper into the store, making exploration feel intuitive and engaging. Every design decision was guided by a balance between practicality and inspiration — ensuring that customers not only find what they need quickly but also feel excited to buy.
Functionality and User Experience
The site structure was redesigned to reduce friction at every step of the customer journey. A mega menu navigation system allows quick filtering by category, product type, or brand, while keeping the options clearly organised to prevent overwhelm. On category pages, clean product grids present large, high-quality images with pricing and availability upfront. On product detail pages, concise bullet-point specifications are paired with upsell features like “Accessories to Consider” and “You May Also Like” to increase average order value. The checkout process is fast and intuitive, supporting multiple payment methods including PayPal, credit card, and Apple Pay. Every page is mobile-optimised, ensuring that browsing, product selection, and checkout are effortless on smaller screens — a crucial factor for today’s on-the-go shoppers.
Branding and Storytelling
Grill & Gear’s brand story is rooted in a passion for quality barbecue products and local expertise. We translated this into a visual and verbal language that combines trustworthiness with aspiration. Supplier-provided lifestyle photos show the products in real-world settings, tapping into the emotional appeal of outdoor gatherings and family cooking. Copywriting is concise, informative, and benefits-led, highlighting not just what the product is but why it’s worth owning. This dual focus on lifestyle and product detail creates a connection that goes beyond simple transactions, positioning Grill & Gear as both a supplier and an authority in the BBQ community.
Execution and Design Excellence
Built on Shopify, the site was developed with scalability and performance in mind. We ensured optimised load speeds through image compression, clean coding, and Shopify’s built-in content delivery network. Navigation and filter systems were tested across desktop, tablet, and mobile devices to guarantee consistency. Every design element — from typography hierarchy to call-to-action button placement — was chosen for maximum clarity and conversion potential. The end product is more than just a store; it’s a fully branded, user-focused platform that supports Grill & Gear’s vision to be the go-to online destination for premium barbecue products in the UK.
Summary
Built on Shopify, the site was developed with scalability and performance in mind. We ensured optimised load speeds through image compression, clean coding, and Shopify’s built-in content delivery network. Navigation and filter systems were tested across desktop, tablet, and mobile devices to guarantee consistency. Every design element — from typography hierarchy to call-to-action button placement — was chosen for maximum clarity and conversion potential. The end product is more than just a store; it’s a fully branded, user-focused platform that supports Grill & Gear’s vision to be the go-to online destination for premium barbecue products in the UK.
Brand photography courtesy of Grill and Gear
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