Lupin Gold: our own brand, built, rebranded and rebuilt
Lupin Gold is a plant protein brand owned by Enkindle's two founders. It is not a client. We built its Shopify store in 2025, rebuilt the whole thing around a new look in 2026, and we run its search, email and advertising ourselves. It is our own money, so it is also where we find out what works before we recommend it to anyone else.
lupingold.com.au
+156%
Clicks from searches that do not include the brand name, Australia, July to September 2026 against the same months of 2025: 55 to 141.
+92%
Visits from organic search in Australia over the same two quarters: 463 to 888.
0
Pages broken by the relaunch. All 75 pages that had earned search clicks were checked the day after the new store went live.
The first build
Lupin Gold launched in July 2025 with handwritten labels and a Shopify store we built ourselves. It did what a first store needs to do: explain an ingredient most people have never heard of, sell two sizes of one product, and give the recipes and articles somewhere to live.
A year on, it had two problems. The brand had moved on to a new pack and the store still looked like the old one. And the content was not earning its keep. In the 90 days to 03/09/2026, eight blog articles brought in 1,299 visits between them and not one order. People were reading and leaving, because the articles gave them nowhere to go.
The first store, with the original teal pack, captured 18/08/2026.
The rebrand
We designed the new pack ourselves. The teal pouch became a matte black pack with a gold wordmark on a magenta burst. That changed everything downstream of it: the colours, the type, the photography, the emails and every page of the store.
We built the brand kit first, with the logo set, the palette, the type and the rules for using them, and had it signed off on 18/08/2026 before a single page was touched. The logo on the site is placed straight from the print artwork, never redrawn. The line drawings of the lupin plant that run through the site come from the same drawing used on the pouch, so the pack and the store are the same hand.
97
Leftover colour values from the old brand that we found and removed across the store's templates and settings, so nothing teal survives on any page.
lupingold.com.au as it stands today, captured 08/10/2026.
The rebuild
We kept the store on Shopify and rebuilt it section by section, with every part given a job.
Part of the store
What changed
Homepage
Price per serve worked out on the card, add to cart without leaving the page, and reviews, recipes and the comparison with other proteins all within a scroll.
Product pages
A buy box built for this product: quantity discounts shown as you choose, a running total in the button, and an add to cart bar that follows you down the page.
Articles
A buy panel that sits beside the article on desktop and drops in after the third paragraph on a phone. This is the answer to 1,299 visits and no orders.
Recipes
19 recipes on one template, with the ingredients pinned beside a numbered method you can tick off as you cook.
Collections
One template running eight collections, with the questions and answers Google reads kept intact on every one.
Launch
Switched over by script at 6am on Sunday 20/09/2026, with real test orders run through the cart straight after and a one step way back if anything failed.
A redesign is the easiest way to lose search traffic you already have. The day after launch we checked all 75 pages that had earned clicks from Google in the previous 90 days. None was broken by the relaunch, and Search Console showed no drop in the days that followed.
The product page, captured 08/10/2026.
It is our own money on the line, so this is the one page where we cannot hide a bad number.
Search
Most people have never heard of lupin protein, so nobody is going to search for the brand until they have found the ingredient. The search work is built around that: collection pages rewritten for how Australians search, articles and recipes that answer real questions about lupin, and the technical basics kept clean through the rebuild.
Australia only
July to September 2025
July to September 2026
Clicks from searches without the brand name
55
141
All clicks from Google search
391
715
Times shown in Google search
15,567
54,103
Average position
28.5
15.5
Visits from organic search
463
888
The most recent four weeks are stronger again. From 08/09/2026 to 05/10/2026, clicks from searches without the brand name were 70, against 17 in the same four weeks of 2025. New pages are part of that: an article on lupini beans published on 08/09/2026 took 17 clicks in its first four weeks, from searches the site had never appeared for.
Two things keep this honest. The 2025 figures are a store in its first three months, so the starting line is low. And the growth is in searches about lupin itself. For the big general searches, like plant protein powder, the site is shown often and still clicked rarely. That is the next job.
Source and method. Google Search Console for lupingold.com.au and Google Analytics 4, Australia only, read on 08/10/2026. Searches without the brand name means the named searches Google reports, with any containing the brand removed. Search Console has held data for this site since 23/06/2025, so both quarters were being recorded in full.
Paid ads
This is the chapter without a result yet, and we would sooner say so than leave it out. Through the middle of 2026 our Meta ads for Lupin Gold cost more than they earned. A discount on a product people did not yet understand was not enough to win a first order from a cold audience.
So we stopped spending through September and fixed what the ads were pointing at: the store, the pack, the product pages and the offer. In October 2026 advertising restarted with a new offer for first time customers, running on Meta and on a Google Performance Max campaign, each with its own landing page and follow up emails.
It is days old. When there is enough data to mean something, the numbers will go on this page, whichever way they fall.
What made it work
Doing it in the right order. Brand first, then the store, then the traffic. Sending more people to a store that looked like last year's product would have been money spent proving the wrong thing.
Treating the content as part of the shop. The articles and recipes were already bringing people in. The rebuild gave every one of them a way to buy without leaving the page.
And protecting what was already there. Every page that had earned search clicks was listed before launch and checked after it, which is why a full redesign went live without a dip.
