Body and Mind
A complete brand and website rebuild for a supplement brand built on 18 years in the fight game
Ollie reached out via Instagram after building Body & Mind Supplements for around six months. The brand was born from his own experience as a competitive fighter – 18 years of training, competing, and learning first-hand what the body needs to perform. He knew the products. He knew the audience. But in his own words, the site wasn’t very appealing, and it wasn’t doing the brand justice.
We met for a coffee to understand the brand properly before touching anything.
This project covered website design, brand strategy, copywriting and Shopify development.
The Project
A brand with a genuine story and a site that wasn't telling it.
- Products positioned generically — feature-led, over-scientific, with no connection to Ollie’s credibility or the audience he was building for
- Site aesthetic didn’t reflect the brand — stock imagery, default layout, no identity
- No clear audience definition or brand positioning to build from
What I Did
The first step before any design or copy work was defining the audience properly. Ollie’s brand existed because of his own experience – the products he stocks are ones he takes himself. That authenticity is the differentiator, and the audience needed to reflect it: fighters, athletes, and people who train seriously and want supplementation they can trust.
With that established, we moved into a full discovery on his story, his products, and what he stood for. That became the foundation for everything else.
Copywriting
This came before design. The old product pages explained the science of electrolytes to an audience that doesn’t need convincing on the category, they needed a reason to trust the brand. We rebuilt the copy around the athlete first: effort-led, honest, short-sentenced. Every page was written from Ollie’s voice – grounded, experienced, direct.
Brand Identity
This was refined rather than rebuilt. The colour scheme stayed, but the aesthetic was sharpened around the audience – real fight photography sourced from the photographers at the fighters’ bouts, used across the site to connect the brand to the community it serves.
Website Design and Development
This was handled end to end on Shopify – a full rebuild while a coming soon page held the existing store. The site launched with a structured homepage, conversion-focused product pages, an about page built around Ollie’s story, and a dedicated section for the fighters Body & Mind sponsors across the UK.
The Results
Within the first 28 days of relaunch, the site saw a 450% increase in traffic. Ollie has a brand he’s proud of and a platform that reflects the quality and credibility behind it. Future work will include developing the site further, affiliate marketing, brand partnerships, and building awareness across the fighting community.
