Project Proposal / October 2026
A refreshed Shopify experience designed to bring your evolving brand to life and connect customers with your products, wherever they shop.
Prepared for: Blair Hirak & Caitlin Mack
Prepared by: Mint Lane Studio
Target launch: February 1, 2027
[IMAGE: hero, packaging render or lifestyle shot]
01 / PROJECT SUMMARY
( 01 ) What we’re creating: A semi-custom Shopify redesign that brings PRETZELIZED’s refreshed brand identity online, with a focus on product discovery, brand storytelling, and an easier path to purchase through retail partners.
( 02 ) The opportunity: With updated packaging on the way, now is the right time to create a more cohesive digital presence that reflects where the brand is today and supports its continued growth.
( 03 ) What success looks like: A website that brings the refreshed brand to life, makes products easier to discover, and creates a seamless path to purchase through retail partners, supporting awareness and continued retail growth.
( 04 ) Timeline: Approximately 10 to 16 weeks, working toward a February 1, 2027 launch. A detailed schedule will be confirmed at kickoff.
[IMAGE: wide band, snacks and dips]
02 / FIRST LOOK
Following our conversation, we spent some time exploring the current website and identifying opportunities to improve the customer experience. Below are a few initial observations, along with ideas we’d love to explore further during discovery.
( 01 ) Getting from a product to a retailer takes too many steps.
Currently, the main purchasing options, “Order on Amazon” and “Find in Store”, are only accessible once a customer reaches an individual product page.
From the homepage or product listings, shoppers need to click through to a product before they can begin finding where to buy it. For retailers beyond Amazon, the journey requires additional searching.
What we’d explore
Making purchasing options more accessible throughout the website, rather than limiting them to individual product pages.
For example, “Where to Buy” buttons on product cards could let shoppers quickly choose between nearby stores and online retail partners like Amazon, Thrive Market, and Instacart.
As a reference, Poppi makes retailer purchasing options easy to discover throughout its shopping experience. We could explore a similar approach for PRETZELIZED, adapted to your brand and retail partners.
Concept sketch, illustrative only
Product
Where to Buy
Nearby stores (Find)
Amazon (Shop)
Thrive Market (Shop)
Instacart (Shop)
( 02 ) Making the store locator work harder for shoppers.
Right now, selecting “Find in Store” from a product page takes customers to the general locator, where they need to find and select their preferred flavor again.
The locator also asks shoppers to select one or more products before displaying nearby stores. That’s an extra step for someone who simply wants to know where PRETZELIZED is sold.
What we’d explore
Integrating the upgraded Destini omnichannel locator directly into product pages, ideally with the selected flavor already applied.
We’d also explore a more streamlined locator that shows nearby retailers first, with optional product filters, and ways to make the existing “Ask Your Store to Stock Us” feature more actionable.
Concept sketch, illustrative only
ZIP code
Find stores
Selected flavor Other flavors
Nearby retailer 0.8 mi
Nearby retailer 1.4 mi
Nearby retailer 2.1 mi
( 03 ) Reviews and recipes could play a bigger role in product discovery.
PRETZELIZED already has useful recipe content and customer feedback. But those assets currently sit apart from much of the product discovery journey, while reviews are more prominent on retail partner websites.
Connecting those pieces could help customers discover how to enjoy each flavor and build confidence in the products.
What we’d explore
Featuring customer ratings and reviews on product pages, pairing individual flavors with relevant recipes or serving suggestions, and assessing whether the current Bazaarvoice setup is the best fit for on-site reviews and syndication.
We’d review options such as Okendo during discovery before recommending any platform changes.
Initial observations based on a review of pretzelized.com and our October 8 conversation. Final recommendations, functionality, and vendor requirements will be confirmed during discovery.
04 / HOW WE WORK
01 / Strategy first, design second. We begin by understanding your brand, audience, and goals. We’ll assess the existing website, identify opportunities to improve the customer journey, and set a clear direction before design begins.
02 / Designed around your brand. Your refreshed packaging will guide the creative direction. We customize an established Shopify theme and develop distinctive elements where they make the greatest impact.
03 / Built to last and scale. We’ll create a flexible, easy-to-manage Shopify experience that supports new products, retailers, campaigns, and content as the brand evolves.
05 / SCOPE OF WORK
Indicative schedule, weeks 1 to 12
Wk 1-2
Wk 3-5
Wk 6-10
Wk 11-12
Phase 01, Weeks 1-2, Discovery & Strategy
Website audit & recommendations
Competitor & category research
Customer journey mapping
Sitemap & content planning
Creative direction
Review platform assessment
Phase 02, Weeks 3-5, UX & Design
Website wireframes
Semi-custom theme design
Homepage & key page templates
Product & retailer pathways
Responsive mobile design
Design revisions
Phase 03, Weeks 6-10, Development
Shopify theme customization
Custom sections & functionality
Product & collection templates
Destini locator integration*
Retailer links & purchase CTAs
Review platform integration*
Phase 04, Weeks 11-12, Testing & Launch
Cross-device & browser testing
Functionality & integration testing
Final refinements
Launch preparation & support
Shopify training & handover
*Integration scope subject to vendor capabilities and technical review. Phase durations are indicative; overall timeline is approximately 10 to 16 weeks, depending on approvals and content delivery.
06 / THE INVESTMENT
Semi-custom Shopify website
$18,500
Estimated timeline: 10 to 16 weeks
Target launch: February 1, 2027
A thoughtfully designed and developed Shopify website customized around PRETZELIZED’s refreshed brand identity and retail-first business model.
Includes discovery, creative direction, design, Shopify development, agreed integrations, testing, launch support, and handover as outlined above.
Photography, copywriting, email marketing, third-party platform fees, and ongoing maintenance are quoted separately.
07 / PHOTOGRAPHY & CREATIVE ASSETS
Great imagery is an important part of bringing a brand to life. We can help plan and create visual content that works seamlessly with your website design and overall creative direction.
[IMAGE: lifestyle example]
Brand & lifestyle photography. From $10,000. From product and packaging photography to lifestyle and recipe imagery, we can coordinate a shoot tailored to your website’s needs. Quoted based on creative concept, shot list, production requirements, and deliverables.
[IMAGE: AI-assisted example]
AI-assisted imagery. Custom lifestyle and campaign imagery created through AI-assisted production, offering a flexible alternative or complement to traditional photography.
Starter, 5 final images, $750
Campaign, 10 final images, $1,350
Content Library, 20 final images, $2,400
Packages include creative direction, image generation, refinement, and final high-resolution files. Final scope and revisions are confirmed before production.
Created for PRETZELIZED
All PRETZELIZED imagery created specifically for this proposal was developed with AI assistance, giving you an example of the quality and creative direction we can achieve.
Production imagery would be reviewed against approved packaging and product references for accuracy.
08 / ADDITIONAL SERVICES
( 01 )
From $4,000
Mailchimp-to-Klaviyo migration, branded email templates, signup integration, and foundational automated flows. We can also explore using your digital couponing partner.
( 02 )
From $1,050 / month
Flexible monthly Shopify design and development support for product updates, new retailers, campaigns, improvements, and maintenance.
( 03 )
$3,500
On-brand copy for key pages, product messaging, and calls to action. Exact page count and revisions to be confirmed in the final scope.
( 04 )
Custom monthly retainer
Campaign design and support for product launches, recipes, retailer announcements, and seasonal updates.
( 05 )
[ Add price ]
Know whether the site is doing its job, with tracking set up around the actions that matter for a retail-first brand.
( 06 )
[ Add price ]
Turn your recipes into a shopper tool, so every flavor page answers what to dip it in.
09 / WHY MINT LANE
Made for ambitious brands. We specialize in Shopify design and development for food, beverage, wellness, and lifestyle brands, bringing strategy, creative direction, design, and development together.
Built around your business. Not every brand is DTC-first. We build digital experiences around what matters, from online purchases to retailer discovery and brand awareness.
Cure Hydration, HIPPEAS, More Labs, Volla, The Good Ritual, Ten Little, Radiance Health
10 / KIND WORDS
[Insert an approved testimonial from a food or beverage client, ideally speaking to collaboration, creativity, and delivery.]
Client name · Role · Brand
11 / NEXT STEPS
We’d love to partner with PRETZELIZED to bring the next chapter of your digital experience to life.
01 / Review & confirm: Review the proposal and let us know if you’d like to discuss any adjustments to scope or optional services.
02 / Agreement & scheduling: We’ll finalize scope, confirm timing, and send the agreement and initial invoice to secure the project.
03 / Project kickoff: We’ll begin discovery, strategy, and content planning with your team ahead of design and development.
Let’s talk about next steps