All work
DTC · 2024
Foxglove — seasonal florist
Brand and Shopify storefront for a seasonal florist working only with British-grown stems.
Client
Foxglove
Industry
Florist · DTC
Duration
6 weeks
Year
2024
ShopifyEditorialIdentity
Foxglove
Florist
Palette
v 1.02024
Fig. 01 — Production UI · 2024Foxglove
Year
2024
Category
DTC · 2024
Stack
ShopifyEditorialIdentity
Scope
- Brand identity
- Shopify editorial PDPs
- Subscription UX
- Journal CMS
The challenge
What they needed to solve.
Existing brand competed on price against supermarket bouquets. Provenance story invisible. Customers churned after one order.
Our solution
How we approached it.
Premium identity centred on provenance, weekly journal of farm visits, subscription with seasonal swap option.
Web design
Design decisions.
Palette
#e6dccf
#1a2418
#a05a4a
#5a6850
#d4c2a8
Typography
- AaDrawn wordmark
- AaGT Alpina — display
- AaSöhne — UI
Layout system
Photography-first, large lifestyle stills, deliberate negative space.
Design highlights
- Farm-visit journal CMS
- Seasonal swap subscription
- Hand-written delivery cards
Before · After
What changed.
Foxglove
Florist
Palette
v 1.02024
Foxglove
Florist
Palette
v 1.02024
Drag to compare ←→
Fig. 02 — Drag handle to reveal before / afterFoxglove
Foxglove
Florist
Palette
v 1.02024
Generic florist template, supermarket-style pricing.
Repeat rate
12%
AOV
£36
LTV
£48
Session
0:38
Foxglove
Florist
Palette
v 1.02024
Provenance-led editorial brand + subscription.
Repeat rate
38%
AOV
£56
LTV
£112
Session
2:08
Results
What we measured.
01Repeat rate 12% → 38%
02AOV +56%
03Press in Vogue, House & Garden
04Subscription LTV doubled