How we rebuilt Cheese Brothers for a mobile-first audience
Cheese Brothers is a Wisconsin artisan cheese company selling across the US, with around 80 per cent of customers shopping on mobile. Years of customisation had left their Shopify 1.0 theme slow and awkward to change. We rebuilt it on Shopify 2.0 alongside their brand agency, RevPop.
Client
Cheese Brothers
Platform
Shopify
October 7, 2025
October 7, 2025
Live site
https://www.cheesebros.com
Strategy and execution
Mobile-first rebuild
Around 80 per cent of customers shop on a phone, so we designed and tested every template on mobile before touching the desktop view.
Shopify 2.0 foundation
We stripped out years of legacy code and dead app snippets, moving to a theme that's faster to load and quicker for us to change.
Rankings protected
Navigation and page hierarchy were reworked without losing search visibility, and Core Web Vitals improved from day one.
The problem
We started working with Cheese Brothers in early 2024. Their Shopify 1.0 theme had been customised heavily over several years, and it showed. Straightforward changes took days. Code from apps removed long ago was still sitting in the theme, and there were workarounds stacked on top of workarounds.
By April 2025 the conversation had moved on from a technical upgrade to a full redesign.
What we did
Cheese Brothers already worked with RevPop, a brand and design agency in Milwaukee. Our job was to take their vision and build it, so much of this project was collaboration rather than design. We brought in James, our go-to Shopify developer, for the bespoke cart and checkout work.
Shipping cheese across the United States isn't simple, and neither is a site carrying that much traffic and ad spend. We met weekly on Google Meet with notes and actions transcribed as we went, and ran everything through ClickUp so nothing got lost between calls.
Outcome
We launched on 7 October 2025. Site speed and all three Core Web Vitals improved immediately, mostly because a lot of unnecessary JavaScript simply went away.
The commercial numbers matter more. Over the first two weeks, excluding paid campaigns, organic revenue was up 57 per cent, purchases up 50 per cent and new users up 42 per cent. There are seasonal effects in there and the wider marketing was changing at the same time, so I wouldn't claim all of it. But it's a good start.
We still work with Cheese Brothers on SEO and conversion work, and there's a list of things we want to build next.
The results
Impact delivered in the first two weeks post-launch.
Organic revenue increase
Increase in total purchases
Growth in new users
Average order value (AOV)
As a DTC-first brand, we take presentation very seriously, so we took a lot of care selecting a team. Steve and the team truly listened and delivered a website we're not just happy with, but thrilled to share with our customers. Great work, guys!
Cheese Brothers
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