Halo
Digital storefront for a new category in personal care
Services
websites
branding
Overview
Halo is a personal care brand rethinking everyday hygiene through a subscription-first wipe and dispenser system. Pre-launch, the brand needed a digital storefront built from scratch - one that could communicate a new product category, convert first-time visitors into subscribers, and support a bundle-driven pricing model with tiered discounts across 3, 6, and 9-pack formats.
01
A new product category with no digital reference point
Halo wasn't optimizing an existing site - it was building a digital storefront for a product category that didn't have one. Wipe systems with reusable dispensers and subscription refills sit outside the mental models most consumers have for personal care, which meant the site couldn't rely on familiar e-commerce patterns. It needed to educate and convert simultaneously: explaining what the product is, how the dispenser works, and why a subscription makes sense - all without slowing the path to purchase. Darkroom identified that the design system had to do the heavy lifting: clear product storytelling through structured page architecture, a bundle PDP that made tiered pricing intuitive, and a subscription-forward buy box that positioned recurring purchase as the default rather than an upsell.
02
A conversion-engineered site built in sprints
Darkroom partnered with Halo to design and build the full Shopify storefront through a sprint-based process, delivering homepage, PDPs, PLPs, About, How It Works, referral, and FAQ pages with a component system that ensures visual consistency across every touchpoint. The bundle PDP was engineered with discount logic that surfaces savings at each pack tier, the welcome offer popup captures new visitors into the subscription funnel, and the referral program - built on Rivo - creates a post-purchase acquisition loop designed to lower CAC over time. Mobile optimization received dedicated attention given the brand's audience, and the entire site was built to load fast despite rich media and animation throughout. Halo launched with a digital storefront that matches the ambition of the product - positioning the brand to convert from day one.
