Helping parents build the whole calm routine

Mindful and Co Kids is an Australian wellbeing brand for children, founded in 2019 by counsellor and psychotherapist Jacqueline Yeats. Born on the Gold Coast out of her own experience with mindfulness, it turns big feelings into calm, screen-free routines: colouring books, affirmation cards, sensory toys, weighted buddies, and kids’ yoga mats. Within two years it landed on Oprah’s Favorite Things, and today it ships to around fifteen countries.

As the range grew well beyond its first yoga flashcards, many carts still checked out with a single item. The gap was not demand, it was pathing. A parent shopping for one worry often needed the matching piece too, but never saw the rest of the routine at the right moment. The brand wanted to turn loyal single-product buyers into complete sets, in a voice that never felt like a hard sell.

We built the calm routine directly into the cart. Upnova designs, builds, and operates the live offer flows in the cart; Mindful and Co Kids approves what ships, and we tune thresholds, copy, and pairings together so every offer stays on brand.

Three flows work together. A bundle builder progress bar in the cart shows shoppers how close they are to completing a set, with a reward that unlocks when they reach it. A dedicated bundle builder page gives the brand room to tell a richer story about why these pieces belong together. And a free gift appears once the basket earns it, so the perk reads as a thank-you rather than a push.

Bundle builder progress bar in cart​

The progress bar sits inside the cart and moves as products are added. Shoppers can see the next tier clearly and choose to reach it on their own terms.

Free gift in cart​

The gift reveal is tied to basket value. When the cart crosses the threshold, the perk appears and shoppers can claim it from inside the cart without leaving the page.

Bundle builder page​

A standalone bundle builder page gives parents space to browse, mix, and understand the full routine before committing. Product context and bundle value sit side by side.

After the flows went live, average order value rose +19%. With the full routine visible in the cart and on the bundle page, carts that once left with a single product now regularly include two or three complementary pieces.

The brand tone held steady the whole way through. No countdown timers, no pushy copy: just a calm, helpful nudge that matches how Mindful and Co Kids speaks to its customers everywhere else.