Theo's Fisheries
A two-phase Webflow rebuild and brand consolidation that unified Theo’s Fisheries and Sea 2 Door into one cohesive, future-ready ordering experience.
Deliverables
Sector
Website
www.theosfisheries.co.nzA two-phase digital transformation delivered in partnership with Coside Branding Studio - encompassing brand evolution, Webflow implementation, and delivery-side UX improvements - for Theo's Fisheries, a long-standing food service business combining traditional fish and chip takeaway with fresh fish ordering and delivery. The project centred on modernising the digital experience while consolidating the separate Sea 2 Door delivery service under the Theo's Fisheries master brand, creating a more cohesive customer journey and a stronger platform for future delivery growth.
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Context & challenge
Prior to the rebuild, Theo’s digital presence was fragmented across separate brands, resulting in delivery confusion, dated design, and an inconsistent user experience. The ordering flow felt clunky, particularly on the delivery side, where forms were difficult to use and didn’t reflect growing customer expectations around mobile convenience.
At the same time, the business needed to better support:
- Growing delivery demand
- Mobile-first customer behaviour
- Clear separation between takeaway, fresh fish and delivery services
- A more unified and trustworthy brand presence
This was more than a redesign. The challenge was to first establish a stronger digital expression for Theo’s, then evolve that platform further by absorbing Sea 2 Door into a clear master brand architecture with improved customer pathways and backend logic.
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Strategic lens
We reframed the project around brand consolidation and unified service journeys. Coside creatively modernised the site visually, and Dot The i Studio simplified how customers move between fish and chips, fresh fish ordering and delivery—while ensuring everything still felt unmistakably Theo’s.
The project unfolded in two clear phases. In the first, Coside led the brand strategy, direction and identity, and designed the initial Theo’s Fisheries website in Figma. We then translated that vision into a robust Webflow build, providing design oversight throughout implementation to ensure the live site retained the strength of the concept while functioning effectively in production.
The project unfolded in two clear phases. In the first, Coside created the new brand identity, and designed the first stage of the Theo’s Fisheries website in Figma. We then translated this into a robust Webflow build, providing oversight throughout implementation to ensure the live site retained the strength of the design while functioning effectively in production.
In the second phase, the focus shifted to consolidating their home deliveries service under their Sea 2 Door brand into the Theo’s Fisheries Master brand and the new website. For this stage, Dot The i Studio led the Figma prototyping for the new delivery-related pages, with design review from Coside, before completing the Webflow build. This allowed the site to evolve in a way that respected the existing brand direction while extending the system logically and cohesively.
A master brand structure was established with service-led navigation, allowing delivery to sit naturally beneath the primary Theo’s experience without fragmenting the brand. Deliberate decisions were made to avoid split microsites, duplicated menus, or overly complex ordering flows.
Solution
Theo’s Fisheries was rebuilt in Webflow with a CMS-driven structure supporting products, menus, FAQs, testimonials, categories and scrolling specials. The merged delivery service now sits beneath the main navigation, with sub-pages acting as internal landing pages that guide users through the correct service pathway.
Customer journeys were simplified across three core offerings:
- Fish and chip takeaway
- Fresh fish ordering
- Delivery preferences
For takeaway and fresh fish, clear call-to-order pathways keep the experience simple and familiar. On the delivery side, mobile-optimised forms were introduced to capture preferences cleanly and reduce friction. Advanced form logic improves the UX further, with selections such as size preference dynamically updating category pricing.
The underlying form logic has been intentionally built as the foundation for future enhancements, including online payments, automation, and a custom customer-facing interface.
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Outcome
The new platform delivers a single, cohesive Theo’s experience, strengthening customer trust and clearly articulating the full service offering under one brand. The refreshed visual identity has been well received, with strong customer feedback around both the branding and ease of use.
From a customer experience perspective, delivery pathways are clearer, mobile form completion is significantly easier, and service confusion has been reduced. Operationally, improved form quality and simplified backend entry have reduced admin friction and created a stronger bridge to future automation.
Most importantly, the delivery side is now strategically positioned for its next phase—whether that becomes an app, online payments, or deeper workflow automation.
