Thaan Charcoal Website Redesign — Ecommerce UX & Visual Identity

Web Design and Development

Email Design

Thaan Charcoal needed a website that reflected the firepower of their brand and growing chef community. We rebuilt their site to match the quality of their product: fast, clean, and confident, with a focus on storytelling, chef credibility, and conversion. The redesign led to faster load times, better user engagement, and a significant lift in both sales and chef inquiries.

Thaan Charcoal

We collaborated closely with the Thaan team to create a clean, scalable website rooted in storytelling and speed.

Goal

Thaan Charcoal provides premium Thai-style binchotan to chefs and pitmasters across the U.S. Known for its long, clean burn and sustainable sourcing, Thaan is trusted by top-tier restaurants and grill experts. They came to us with a clear goal: build a site that captures the brand’s credibility, showcases their chef community, and converts.
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The Challenge:

Outdated site with slow load times and limited visual identity
No structured way to tell the story of Thaan’s chef network
Increasing traffic but low conversion from product pages
Mobile experience wasn’t aligned with how chefs and consumers shop today

Strategy

We collaborated closely with the Thaan team to create a clean, scalable website rooted in storytelling and speed.
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Web Strategy & UX

Mobile-first redesign focused on a clear purchase path
Modular site structure to grow with the brand
Simplified navigation and improved content hierarchy

Creative Direction

Refreshed brand aesthetic with large-scale fire imagery and warm, minimal layouts
Chef testimonial features and community gallery to build trust
Integrated storytelling throughout—from product pages to homepage

Content & Conversion Optimization

Rewrote all web copy for clarity, tone, and SEO
Added benefit-forward product features and trust signals
Clear CTAs, simplified cart access, and chef-led prompts to buy

Key Tactics and Execution

Before/After:

Before: Clunky layout, generic copy, minimal product storytelling
After: High-impact homepage with chef integration, streamlined mobile shop flow, and optimized visuals

UX Process:

Conducted site audit and heatmap analysis to reduce friction
Prioritized mobile load speed and simplified checkout
Introduced a flexible structure for future product and content expansion

Creative Examples:

Homepage with immersive chef quotes and fire-forward photography
Grill PDP redesign focused on continuity and clarity for their new grill product
Updated product page layout with usage callouts and shipping info

Results

“Before the redesign, the site felt a bit rough around the edges—functional but not polished. Now, it feels clean, intuitive, and confidently on-brand. Good & Gold managed to make it look and feel new while keeping the essence of what we had built. Since launching the new site, we’ve seen a 68% increase in our conversion rate.”

—Toby Roberts, Founder

While it’s early in the post-launch window, key qualitative improvements are already clear:

Noticeably faster load times across product and homepage (verified with PageSpeed Insights)
Cleaner, mobile-first experience with intuitive navigation and improved checkout flow
Positive feedback from chef partners and early site visitors on the look, feel, and usability
Stronger storytelling around chef use and product benefits, leading to increased engagement
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We’ll revisit full conversion and revenue performance after 30 days of live activity to validate longer-term impact.

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Results

“Before the redesign, the site felt a bit rough around the edges—functional but not polished. Now, it feels clean, intuitive, and confidently on-brand. Good & Gold managed to make it look and feel new while keeping the essence of what we had built. Since launching the new site, we’ve seen a 68% increase in our conversion rate.”

—Toby Roberts, Founder

While it’s early in the post-launch window, key qualitative improvements are already clear:

Noticeably faster load times across product and homepage (verified with PageSpeed Insights)
Cleaner, mobile-first experience with intuitive navigation and improved checkout flow
Positive feedback from chef partners and early site visitors on the look, feel, and usability
Stronger storytelling around chef use and product benefits, leading to increased engagement
‍

We’ll revisit full conversion and revenue performance after 30 days of live activity to validate longer-term impact.

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