Fabstock
Stocked across NSW, VIC & SA
Doug came to us wanting a few small changes. The site those changes would have landed on was Drupal 7 — a platform that reached end of life in January 2025 and stopped receiving security patches.
Spending on an unsupported system is spending twice. We said so, and recommended rebuilding instead: cheaper over any horizon longer than the next invoice, and maintainable afterwards.
The photography was already excellent, so it stayed. Close to everything else changed.
Portfolio
Fabstock
Project Brief
Keep what works. Rebuild what cannot be maintained.
The brief was never “make it look different”. Roughly 99% of the site changed, but the parts a returning customer recognises — the photography, the circle, the magenta — are deliberately the parts that did not.
The real work was structural. Navigation came out from behind a desktop hamburger and became a full menu with a megamenu under Products, so a range stocked across NSW, Victoria and South Australia is visible rather than hidden. Schema was implemented so search engines and AI assistants can read what Fabstock sells instead of inferring it. And the whole thing moved onto WordPress with ACSS, so the next change is a change rather than a project.
Outcomes
Telling a client not to buy what they asked for
Doug wanted a few tweaks. The commercially easy answer was to quote them.
The honest answer was that Drupal 7 had been unsupported since January 2025, and that improving an unpatched site is money spent on something that still has to be replaced. Saying so cost us a small job and won a better one — and it is the reason the site can now be maintained at all.
The transformation
A few small changes, on a platform that stopped getting security updates in January 2025.
Doug came to us with a short list of tweaks. The site underneath them was Drupal 7 — end of life, no longer patched, and expensive to touch. We kept the photography, which was excellent, and rebuilt everything around it.
Excellent photography, almost entirely covered by overlays — and an entire product catalogue hidden behind a hamburger menu on desktop.
The same photographs, the same black circle, the same magenta. A visible navigation, a megamenu, and a platform that can be maintained.
A hamburger menu on a desktop screen
Before
Every page on the site — products, benefits, suppliers, trial results — collapsed behind a burger icon in the top-left corner, on a full-width desktop layout. A visitor had to open a drawer to discover the business had a product range at all.
After
A full horizontal navigation with a megamenu under Products. The range is visible before anyone clicks, and Find A Supplier is held apart as the one action that matters.
The platform underneath
Before
Drupal 7, which reached end of life in January 2025. No further security patches, a shrinking pool of developers, and rising cost for every change.
After
WordPress, on the framework we maintain every other site with. Ordinary to update, ordinary to extend, and patched.
The maths of “a few small changes”
Before
Doug asked for a handful of tweaks. Applied to an unsupported platform, that is money spent improving something that cannot be kept safe.
After
We said so, and recommended a rebuild instead. Cheaper across any horizon longer than the next invoice, and it leaves something that can grow.
Nothing structured for machines to read
Before
No structured data. Search engines and AI assistants had to infer what Fabstock sells, where it is stocked and who supplies it.
After
Schema implemented for AI crawling — the site now declares what it is and what it sells rather than leaving it to be guessed.
The photography was the good part, so it stayed
Before
A genuinely strong shoot — a named farmer, Ben Robilliard of “Lauriston Park”, Old Junee — with the credit set faintly into a bottom corner and most of the frame buried under black and grey panels.
After
The same images, given room. The credit now sits under the headline where it belongs, because a real farmer using the product is the strongest thing on the page.
A hero doing four jobs at once
Before
Two identical “Find A Supplier” buttons in one viewport, plus Watch Video, Trial Results and View Lick Feeders. Five competing asks over one photograph.
After
One primary action in the hero. The video and trial results keep their circle — they earned it — but they no longer compete with the thing a farmer came to do.
The outcome
Rebuilt off a platform that stopped receiving security updates.
Drupal 7 reached end of life in January 2025. The hero photography was retained; close to everything else was rebuilt.
Branding
No rebrand. The Fabstock wordmark, the magenta and the black “Why Farmers” circle were all working and all recognised — they carried straight across.
The one change was restraint. On the old site the magenta appeared as a logo block, a button, a second identical button and a play icon in a single viewport. It now marks one thing: the action a farmer is meant to take.
Ninety-nine per cent changed, and it still looks like Fabstock
The photography stayed. So did the magenta, the wordmark and the black circle. A returning customer would not feel the ground move.
Everything structural underneath it is new: the platform, the navigation, the megamenu, the schema. That is the version of a rebuild worth having — the brand survives, the problems do not.
Gallery
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