A premium brand constrained by a commodity platform. We rebuilt the commerce, repositioned the brand, and redesigned acquisition — AOV tripled in 90 days.
Quarter-over-quarter growth after the relaunch and paid media overhaul.
Up from 2.1x — driven by creative, LP, and audience re-architecture.
Through bundling, storytelling, and a rebuilt PDP hierarchy.
Core Web Vitals overhaul cut page weight by 64% versus the old theme.
The product itself was exceptional — handmade in small batches, ethically sourced, supported by a founder narrative that genuinely resonated. The digital experience, however, was indistinguishable from the mass market. Typography, imagery, the product page itself — every element was working against the intended price position.
In parallel, paid media was routing cold traffic to the homepage via generic carousel creative. There was no narrative architecture, no earned-media layer, and no lifecycle retention loop. Every channel was active; none was compounding.
We did not scope this as a website project. We structured it as a three-system overhaul — brand, commerce, and acquisition — delivered on parallel tracks, coordinated through a single weekly executive review.
The brand workstream rewrote the voice and rebuilt the visual identity around the craft. The commerce workstream migrated from a theme to a custom Hydrogen storefront with editorial product detail pages. The acquisition workstream rebuilt the creative library, audience taxonomy, and landing-page system end-to-end.
Founder interviews, customer research, competitive analysis, and analytics audit. Delivered as a 40-page diagnostic report.
Brand strategy, site architecture, creative territory, paid-media hypotheses. Stress-tested in an executive working session.
Headless Hydrogen storefront, editorial product pages, new brand system, 120+ creative assets, rebuilt email programmes, new landing-page infrastructure.
Soft launch to the customer list, press programme across craft and consumer media, staggered paid rollout, daily optimisation cadence for the first thirty days.
"Stello rebuilt our commerce platform, repositioned the brand, and delivered a launch programme that tripled our average order value in ninety days. They operate like an embedded senior team, not a vendor."