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Flourist

Flourist

Where Transparency Meets Taste: Crafting a Digital Pantry for the Conscious Home Cook

Flourist is not your average flour brand. With a commitment to 100% traceable grains, freshly milled flour, and Canadian-sourced ingredients, the brand stands at the intersection of transparency, sustainability, and exceptional taste. The goal was clear: design a Shopify experience that reflects Flourist’s values while simplifying the online grocery experience for the modern, ethically-minded consumer.

The Challenge

Flourist’s core audience values more than just product quality—they value origin, story, and community. Yet their previous site struggled to showcase this depth. Product pages lacked narrative. Navigation was geared more toward retail than ritual. And mobile conversions weren’t living up to the brand’s high repeat-purchase potential.

Challenges included:

  • Telling the full story of where food comes from
  • Creating a unified experience across pantry, recipes, and education
  • Improving navigation between product types and bundles
  • Enhancing load speed and SEO for recipe-rich content
  • Encouraging community interaction and repeat buying behavior

The Strategy

Rather than treating Flourist as a commodity store, we approached the project like building a digital kitchen table—where education, emotion, and commerce come together.

Key strategies:

  • Story-First Product Pages: Each product now leads with its farm origin, usage tips, milling date, and recipe suggestions, bringing the shopper closer to the source.
  • Integrated Recipe System: Developed a recipe module tied to each product, encouraging ingredient-driven discovery and increasing basket size.
  • Warm, Editorial UI: Designed a soft, ingredient-forward aesthetic using earth tones, serif fonts, and slow-paced imagery—perfect for storytelling and inspiration.
  • Flexible Content Blocks: Leveraged Shopify 2.0’s modular architecture so the Flourist team can easily create seasonal bundles, farmer spotlights, and baking guides.
  • Subscription & Gifting Flow: Added one-click subscriptions and curated gift boxes to support recurring orders and holiday campaigns.

The Process

  1. Brand Discovery & Audience Mapping – We studied Flourist’s loyal customer base and adjusted UX to serve both first-time bakers and seasoned sourdough veterans.
  2. Content Restructuring – Organized the site into clear categories: Shop, Bake, Learn, and Visit—giving structure to Flourist’s growing content ecosystem.
  3. Theme Customization – Built a fully custom Shopify 2.0 theme that balanced performance with brand storytelling.
  4. Email Integration & Retargeting – Set up dynamic flows for restock alerts, abandoned carts, and baking tips using Klaviyo.
  5. Performance & SEO Optimization – Applied semantic HTML, image compression, and structured data for improved search visibility.

Outcome

  • +61% increase in average order value (AOV)
  • 2× recipe engagement across key products
  • +47% growth in subscription signups
  • Site speed improved by 39%
  • Improved mobile conversions by 54%
  • Organic traffic up 32% in 3 months

Client Feedback

“We didn’t just get a new site—we got a platform that understands our mission. Our customers are spending more time exploring, baking, and coming back for more.”
— Flourist Co-Founder

Conclusion

For a brand that mills with purpose and packages with pride, Flourist now has a digital experience to match. From thoughtful storytelling to frictionless ordering, we’ve created a Shopify platform that invites users to slow down, learn more, and savor every step of the baking journey.

 

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