Squarespace Website Design

A Dozen Cousins

A Dozen Cousins sells authentic regional beans cooked in avocado oil, with a mission to help families eat better. We built a fun and friendly site that showcases their delicious products and connects visitors to their story and mission.

When A Dozen Cousins approached Knapsack, they had already made waves in the natural food space—but their website wasn’t keeping up with their momentum. Their brand had expanded into major retailers and earned a loyal customer base, but their online experience didn’t reflect the vibrant story, soulful mission, or product accessibility that made them stand out.

They needed more than a pretty design—they needed a website that felt as flavorful, fun, and purpose-driven as their brand. Our goal was clear: craft a Squarespace site that not only elevated the brand visually but also drove e-commerce conversions and supported long-term SEO visibility.

The Beginning: Setting the Visual Tone

We started with a deep dive into the brand’s visual identity and emotional core. A Dozen Cousins blends soulful food traditions with modern convenience, all while celebrating Black and Latino culture. That meant the site had to feel:

Warm and human
Culturally expressive, but not cliché
Clean and conversion-optimized, without feeling sterile

We chose a bold, energetic palette that mirrored their packaging and built the site on Squarespace, customizing layouts to create a shopping experience that felt as seamless as it was flavorful.

Example of A Dozen Cousins home page built by Knapsack

Product Page: Designed to Drive Sales

The product page became the cornerstone of the site. We used Squarespace’s e-commerce tools—but enhanced them with custom section layouts that told a fuller product story.

Each item featured:

Optimized product descriptions using natural food industry phrases like “healthy meal starter,” “quick weeknight dinner,” and “plant-based Latin food”
Nutritional highlights and ingredient stories that aligned with buyer intent
Quick-access CTAs with clear “Add to Cart” or “Buy Now” messaging
High-quality lifestyle images and packaging visuals that reinforced trust

From an SEO perspective, we included long-tail keywords helping to strengthen rankings for high-converting industry phrases.

Example of A Dozen Cousins product page built by Knapsack

About Page: Building Trust Through Story

The About page was more than a formality—it was a major trust-building asset.

We worked with the client to develop a founder-driven narrative that emphasized culture, family, and food as a bridge. Using StoryBrand as a framework, we positioned the brand as the guide and the customer as the hero who wants healthy, delicious meals without compromising on flavor or values.

Key content and structure choices included:

Bold headline: “Good Food is a Universal Language”
Mission-focused subcopy that explains why the brand exists
Founder bio with a professional photo and personal quote
Embedded calls to action like “Shop Our Favorites” and “Meet the Cousins” that redirect traffic to key conversion points