Fernway
Co.
A paper-textured storefront that loads in 800ms on 3G.
Fernway wanted a storefront that felt like a letter from a greenhouse — but had to ship faster than anything on Shopify.
The incumbent Shopify theme was a 4.2MB page weight, sub-60 Lighthouse, and the subscription flow lost 42% of checkouts at step 3. Brand felt like every other plant DTC.
We rebuilt the storefront on Astro with Hydrogen for product data, a paper-textured design system in code + Figma, and a three-step subscription flow with inline address autocomplete. Imagery was shot with the founders on a single rainy weekend.
800ms LCP on 3G. Lighthouse 98. Subscription completion +31%. Customer LTV up 38% at 12-month mark. Zero bounce increase despite tripling the photo budget.
Same system. Every surface.
Four seasons, in order.
Two weeks with the founders and six customers. Rewrote the brand voice in a shared Notion.
Type-first prototype — all browns and creams — tested with 8 recurring customers.
Storefront shipped in 8 weeks. Subscription flow rebuilt from scratch in week 6.
Launched to waitlist first. A/B tested five CTA variants. Kept the calmest one.
Moments that earn a pause.
One system, three frames.
"They shot our plants in a garage, built our site in an attic, and doubled our revenue in a year. They also made us laugh on every call."