The Lupin Co

The Lupin Co

Website Design & Development | eCommerce | SEO & LLMO | eBook Design | Loyalty Program | Ongoing Digital Support

THE PROJECT

What began as a project to design an eBook for The Lupin Co evolved into a complete digital redevelopment of the brand's online presence.

The Lupin Co is an Australian business specialising in innovative lupin-based foods and products. As the business continued to expand its product range and digital offering, it needed a website capable of supporting far more than a simple online brochure.

The project became a substantial transformation across eCommerce, digital content, customer engagement and ongoing online marketing.

THE BRIEF

The Lupin Co needed a modern digital platform that could:

• Showcase an expanding range of lupin-based products
• Provide a seamless online shopping experience
• Support digital product sales and distribution
• Improve the presentation of the brand and its content
• Create stronger foundations for SEO and online visibility
• Introduce customer loyalty and rewards
• Provide flexibility for future growth
• Establish a reliable platform for ongoing digital marketing and support

The website needed to work for both customers discovering lupin for the first time and existing customers returning to purchase products.

THE APPROACH

DESC Designs undertook a comprehensive redevelopment of the brand's digital presence, combining website design, eCommerce functionality, content strategy and ongoing digital support.

WEBSITE & ECOMMERCE

The existing website was rebuilt on WordPress and WooCommerce, creating a more modern, flexible and scalable eCommerce platform.

The website was structured to support the growing product range while making it easier for customers to discover products, understand their uses and move through the purchasing process.

Product presentation, navigation and content were refined to create a more cohesive customer experience across the website.

The redevelopment also involved server migration and backend infrastructure changes, providing a stronger technical foundation for the evolving online store.

THE EBOOK – FOR THE LOVE OF LUPIN

The project began with the design of For The Love of Lupin, an extensive digital eBook created to educate customers about lupin and showcase its versatility.

What started as the initial design project became an important part of the wider digital strategy, with the eBook incorporated into the website alongside the physical product range.

CUSTOMER LOYALTY & REWARDS

As the eCommerce platform developed, DESC Designs implemented a customer rewards program, giving The Lupin Co a way to encourage repeat purchases and build stronger ongoing relationships with its customers.

The loyalty functionality was integrated into the online shopping experience rather than operating as a separate system, creating a more connected customer journey.

SEO, GOOGLE & DIGITAL VISIBILITY

The website redevelopment included SEO foundations and ongoing optimisation, with the digital strategy extending beyond the website itself.

Google Business Profile management, Google integrations and search optimisation were implemented to strengthen the brand's online visibility.

Content has also been developed with both traditional search and LLMO (Large Language Model Optimisation) in mind, helping structure information so it can be more easily understood and surfaced by modern search and AI-driven discovery tools.

ONGOING DIGITAL SUPPORT

The Lupin Co has continued to work with DESC Designs beyond the original redevelopment.

Ongoing support has included website management, eCommerce updates, newsletters, social media content and digital marketing activity, allowing the website and broader online presence to continue evolving alongside the business.

This ongoing relationship means the digital platform is not simply maintained — it is continually developed as new products, campaigns and customer initiatives are introduced.

THE RESULT

The Lupin Co now has a comprehensive digital platform supporting multiple aspects of the business — from eCommerce and product discovery through to digital content, customer loyalty and ongoing marketing.

The redevelopment created a more modern and flexible online shopping experience while providing the technical and strategic foundations required to support a growing product-based business.

Most importantly, the website has become more than a place to sell products. It is now an important part of The Lupin Co's broader digital ecosystem, connecting its products, content, customers and marketing activity in one place.

THE END RESULT

From an eBook project to a complete digital transformation — The Lupin Co now has an eCommerce platform, customer loyalty program, digital content strategy and ongoing online support designed to grow with the brand.