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An eCommerce Experience driven by Good Honest Natural ingredients

Storm Project Birtelli's - Pizza and drink from above


Birtelli’s is a beacon of great British food that strives for a greener world, with maximum taste and zero waste through their nutritious home baked artisan pizza kits made from the finest natural British ingredients.

Birtelli’s have joined forces with Storm to create a new and improved brand and eCommerce experience that tells a story of ‘Farm to Slice cooking’ for both homes and businesses, all while bringing moments of happiness and wellbeing to their customers.  


  • Concept Refinement
  • Strategy Analysis 
  • Project Management
  • UX + Interface Design
  • Creative Direction
  • Brand Adaptation
  • Wireframes + Prototypes
  • Style Guides + Website Design
  • Accessibility
  • Front + Back-end Development
Pizza in oven

It has been a pleasure to work with Storm. They had a clear approach to the web development and were brilliant at providing me with regular updates. I’m delighted with the results; thank you Storm for all of your hard work.

Jag Biryah, Birtelli’s

Birtelli's website on iPhones

A Personal Touch

Birtelli’s came to us with the challenge of combining their Italian influences with their ‘best of British’ heart and love of modern supermarket standards. In the spirit of Birtelli’s ‘farm to slice’ ethos of good ‘honest’ ingredients we adapted the brand with a new revised modern and extended colour palette and icon set. The new colours were inspired by Birtelli’s existing packaging and fresh produce and we paired them with hand drawn elements to give everything a personal touch.

Birtelli's website on iPads

Triple cooked

The Birtelli’s design was portioned out into three parts – pizza kits, physical stores and large scale business orders. Visually, the combination of brand and product photography had to be the star of the show, enticing customers and helping to tell a story about great British food. The UX experience had to be strong enough to allow a user to naturally flow to and from each section of the business while always leading them back to the store to place an order, or two. The store’s design and usability was all based around the user effortlessly creating unique orders with fully customised pizzas and sides while visually communicating discounts, bundles and rewards without getting in their way.

Birtelli's artwork and iphone mockup

Building the store

Building on top of the WooCommerce CMS and utilising a number of  other plugins to enhance the user journey, we created a bespoke system to allow users to fully customise pizzas and add them to their basket. Along with a custom pricing system and offering discounts, we built a system that gave Birtelli’s coupons, gift cards and rewards schemes to give their users even more reason to come back again and again. From a frontend point of view, we added a number of graphical elements and interactions to highlight the products on offer while ensuring a seamless purchase experience.

Aside from the eCommerce side of the website, the remaining pages across the site were built using a range of WordPress Gutenberg blocks, both custom and out the box, styled to match our theme, allowing Birtelli’s to fully customise the site in future. 

Birtelli’s was a great project to build upon a fresh new brand look and feel and the out of the box functionality of WooCommerce. Adding fully custom functions to create a pizza customisation system, as well as a loyalty reward scheme was a fun build challenge. It was fun to do all of these things while ensuring our theme matched the brand and highlighted their wonderful pizzas!

Storm Project Team

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Storm employees in the boardroom

Work we’re proud of.

Take a look at our latest and greatest! We’re proud to show our hard work and all of the amazing results and successes we’ve had with our clients.

People sat around a table from above