Field Coffee Co.
DTC commerce site for a Brooklyn roaster

Field Coffee is a single-origin roaster in Brooklyn with a story worth telling. Their old Shopify theme told none of it. The product pages were functional but forgettable, the subscription flow was a third-party app that broke twice a quarter, and the brand's editorial voice — which was genuinely good in their newsletter — disappeared the moment you landed on the site.

We rebuilt the storefront as a headless Hydrogen app on Shopify. The editorial layer was the design brief: every product page reads like a magazine spread, with origin stories, roasting notes, and the photography the brand had already invested in but wasn't using. The subscription engine is custom-built on Shopify's APIs rather than a third-party app — it handles pause, skip, swap, and gifting without the fragility Field's team had learned to dread.

This was our smallest engagement of the year — one engineer and one designer for four months. We include it here because scope doesn't determine craft. The Lighthouse scores are as good as anything we've shipped, the subscription flow has a higher completion rate than the one it replaced, and the site has a voice that matches the brand's.

The 71% conversion lift is a before-and-after comparison over three months, controlled for seasonal variation. Field's founder was sceptical of the number at first. So were we. But it held through Q4, which is when coffee subscriptions peak, and it's held since.