Brew Tea Co

The store had grown with the business, but the parts that keep customers coming back were the clunkiest.

• Lost subscribers

  Signing up was harder than it should have been, and around 200 subscribers were leaving every month.

• Hours of support emails

  Every week, the team spent hours answering emails about subscriptions and accounts that the store should have handled itself.

• A store nobody could touch

  Apps couldn't be updated and pages couldn't be changed without something else breaking.

I started with subscriptions, because subscriptions are how Brew Tea Co grows.

1. 01

   Subscriptions

   A custom landing page built for subscriptions, and a subscription model on Recharge's API, shaped around how Brew Tea's customers buy tea.

2. 02

   Loyalty

   Brew Coins run on LoyaltyLion's API and live in the customer account as loyalty tokens, ready to spend on the next order.

3. 03

   The account

   One custom account area where customers spend their coins, track orders and manage subscriptions.

4. 04

   Everything around them

   The theme built from scratch, with a delivery progress bar, free gift incentives, Okendo reviews, and Shopify's own filtering and search. Each piece talks to the others through the apps' APIs, so the store behaves as one system.

The store went live on 26 August 2025. In its first year, net sales rose 28%, average order value 16% and orders 10%, all from Brew Tea Co's own Shopify analytics.