Specialty matcha competes in a crowded wellness market where most first-time buyers don't yet know what separates ceremonial-grade from culinary-grade tea. A pretty shop was not enough: the storefront had to sell the ritual before the product, answer grade and origin questions inline so hesitation never left the page, and convert through variant selection and bundles — all while holding onto the quiet minimalism the brand's identity demanded. It also had to scale: every future SKU needed to drop into an existing template without redesign.
Mapped the matcha buyer's decision journey from curiosity to checkout, identifying the three moments where new buyers stall — grade confusion, price justification and preparation uncertainty. Every template was designed against these stalls.
An editorial homepage that leads with ritual storytelling before commerce; a collection grid engineered so grade, origin and price differences register at a glance instead of requiring research elsewhere.
A component-level design system shared across all seven templates — typography, colour, spacing and product-card behaviours defined once — then translated into a Shopify information architecture: products modelled with variant options and grade metadata, navigation and collection structures mapped for SEO-friendly URLs, and every template decomposed into merchant-editable sections and blocks.
A 6-week engagement in weekly stakeholder cycles: homepage and collection first (weeks 1-2), product templates including the Matcha-specific PDP (weeks 3-4), then story, FAQ and contact plus system documentation (weeks 5-6). Implementation covered a custom Liquid theme with section-based architecture, mobile-first responsive build across all breakpoints, Product/Offer/Review structured data for rich results, responsive image srcsets with lazy loading under a Core Web Vitals budget, and GA4 e-commerce events plus Meta pixel wired through the checkout funnel. An earlier BFCM campaign variant was consolidated into the final system.
Teangle gained a launch-ready storefront where every page does double duty: selling and teaching. The design system means the brand can expand its catalogue at the speed of photography rather than design cycles, while the objection-handling structure converts hesitant first-time buyers — the segment that decides whether a premium matcha brand grows or stalls.
Project Details
Teangle
E-commerce
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