Nice Rice needed an eCommerce experience as bold and playful as its packaging — a locally-grown Australian rice brand out of the Riverina region moving into direct-to-consumer. I built a custom Shopify 2.0 theme that puts the product photography and brand voice front and center, while layering in recipe content and user-generated community features to turn one-time buyers into repeat customers.
The Challenge
As a grocery brand moving into direct-to-consumer, Nice Rice needed a storefront that felt as premium and fun as its retail shelf presence, while giving customers reasons to come back beyond a single bag of rice — recipes, community content, and an easy repeat-purchase flow.
The Solution
Designed and built a custom Shopify 2.0 theme with dynamic sections for hero banners, best-seller carousels, and a recipe hub featuring dishes like Mexican Rice & Bean Salad and Baked Pumpkin Risotto. Implemented a 'Meet Our Community' UGC carousel showcasing customer content, multi-variant product options (1kg/5kg), and a clean, mobile-first collection and PDP experience optimized for grocery-style browsing.
Result
A cohesive, on-brand storefront that extends the Nice Rice retail experience online, with recipe content and community engagement driving repeat visits