Dirty Clean Food
Dirty Clean Food is a sustainable food brand in Western Australia, looking to fix the manual workflows and platform limitations that were slowing the team and capping growth, with a loyal customer base and strong mission already in place.
Services delivered
→Shopify Plus
→UI/UX Design
→Custom App Development
→Email Automation
→ERP Integration
→Ongoing Support
The Challenge
Dirty Clean Food faced a series of operational and digital challenges limiting their growth
- Veggie Box product required strict delivery rules, but the website couldn't enforce them
- Outdated Shopify theme caused poor mobile UX and diluted brand messaging
- Email marketing was under-utilised despite a loyal customer base
- Manual workflows and fragmented integrations between Shopify, Cin7 (Dear), and Xero created inefficiencies
- Scalability was constrained by technology gaps
The Solution
Rebuilt for how the business actually operates
We redesigned the storefront and built the operational layer behind it:
- Custom Shopify App to handle the business's specific delivery logic
- Klaviyo automation for the lifecycle email programme the brand wasn't running
- UI/UX rebuild around how customers actually move through the store
- Custom microservices that extend Cin7 (Dear) to do what the business needs, rather than reshaping the business around the platform's limits
Delivery logic, solved
We rebuilt a private Shopify App to manage complex delivery logic:
- Enforced delivery windows by postcode and product
- Reduced confusion and improved customer experience
- Created a scalable framework for future logistics complexity
Extending Cin7 (Dear) integration
We built a custom microservice that:
- Handles the data transformation and conditional sync logic the standard integration could not
- Removes manual reconciliation work between Shopify and Cin7
- Adapts to the business's specific workflows, so the system serves the business, not the other way around
Email automation
Implemented Klaviyo with strategic flows:
- Welcome series
- Win-back campaigns
- Abandoned cart and post-purchase flows
- Opened a new revenue channel and increased LCV
The Outcome
Operational Efficiency
- Reduced support queries and manual errors around Veggie Box delivery
- Improved delivery accuracy and scalability
- Enhanced mobile UX for 66%+ of traffic
Sales Performance
- Held conversion rate steady through the replatform, no drop, even with a new theme
- Increased average order value via cross-sell mechanics built into the new storefront
Marketing ROI
- Opened automated email as a new revenue channel that wasn't being used
- Lifecycle programmes (welcome, win-back, abandoned cart, post-purchase) now run automatically, no manual sends
- Turned the existing loyal customer base into measurable lifetime value
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