How Immi Launched a Subscription-First Store in 28 Days

Immi makes high-protein, low-carb instant ramen. The brand moves fast — new flavors every six weeks, seasonal collaborations, subscription boxes that change quarterly. They needed a store that could keep up.

Their previous store was built for launch day and hadn't evolved since. Every new product required manual setup. The subscription flow was clunky. Mobile conversion was 40% below desktop, which is a problem when 72% of their traffic comes from Instagram and TikTok.

Starting from a Brand Deck

Immi came to us with a brand deck, a Figma file with their visual identity, and a spreadsheet of SKUs. No existing store to migrate — they wanted a clean start.

We kicked off on a Monday. By Friday, they had a staging site with the full product catalog, subscription flow, and checkout working. The next three weeks were refinement: mobile optimization, landing page templates for product launches, and a subscription management portal that didn't feel like an afterthought.

Subscription-First Design

The entire PDP was built around subscription. Subscribe-and-save is the default option. One-time purchase is available but secondary. The savings are prominent — not buried in small text.

The subscription management portal lets customers swap flavors, skip months, and add items without contacting support. This was critical for Immi's model — their subscription box changes quarterly, and customers need to feel in control.

Built for Launch Velocity

The real test came six weeks after launch when Immi dropped a new flavor collaboration. Their marketing team built the landing page in 45 minutes using the section library. Product was added to the catalog, cross-sell rules updated, and email went out — all without a developer.

They've since launched four more products using the same workflow. Zero dev tickets. Zero delays. The store matches the speed of the brand.

The Numbers

Mobile conversion went from 1.4% to 2.5% — an 81% improvement. Overall conversion lifted 44%. Subscription opt-in rate doubled compared to the old store. The store processes over $800K monthly with a team of two managing the entire front end.