A fully bespoke Shopify Plus build for one of the UK's best-loved tea brands
We built Brew Tea Co. a completely bespoke Shopify Plus store from the ground up, with a custom subscription model, loyalty programme, and a shopping experience as considered as their tea.
Brew Tea Co. has been on a mission to get people drinking proper loose-leaf tea since 2012. They've built a loyal following off the back of great products and a brand personality that doesn't take itself too seriously. This project was about giving them a Shopify Plus store that could keep up with where the business was heading and one that handled subscriptions, loyalty, and a growing product range without any of the usual compromises.
28%+
Net Sales
16%+
AOV
10%+
Orders
Food & Beverage
Shopify Plus Development, Bespoke Theme Build, Subscription Integration, Loyalty Programme Development, Custom Account Area
Shopify Plus, Recharge, LoyaltyLion, Okendo, Shopify Native Search & Filtering
16 Weeks
Brew Tea Co. had outgrown their existing setup. The subscription experience was clunky, the loyalty programme didn't feel integrated, and the overall shopping experience wasn't reflecting the quality of the brand. They needed a store that could handle a complex sales funnel while still feeling simple and enjoyable to shop. On top of that, they had specific requirements around how subscriptions, rewards, and account management worked. Things that couldn't be solved with off-the-shelf apps and default settings.
We built the entire theme from scratch on Shopify Plus, giving us full control over every aspect of the experience. The biggest piece of the build was the sales funnel. We integrated directly with Recharge's API to create a bespoke subscription model that fits how Brew Tea's customers actually buy tea, not just a generic subscribe-and-save bolt-on. Alongside that, we built a custom loyalty programme using LoyaltyLion's API, branded as Brew Coins, which ties into the shopping experience naturally rather than feeling like a separate thing.
The store also includes a shipping delivery progress bar, free gift incentives, Okendo reviews, and Shopify's native collection filtering and search. The account area was a big focus too, customers can manage their Brew Coins, track orders, and handle their subscriptions all in one place, built completely custom to match the rest of the site.
The new store gives Brew Tea Co. a platform that actually matches the brand. The subscription flow is smoother, Brew Coins are driving repeat purchases, and the whole experience from landing on the homepage to managing your account feels like one cohesive thing. The bespoke build means nothing is held together with workarounds or third-party app compromises, it all works exactly how Brew Tea needed it to. They've now got a store that's set up to scale with the business rather than hold it back.
“Richard has been supporting us behind the scenes for years and we find him exceptionally reliable. Designs are brought to life as intended but with the added benefit that Richard will always recommend a better or simpler way of achieving a goal, something we find very valuable. The support is quick, the documentation is great and his approach is flexible to our requirements. He works really well with our team and others working on our site. The ground up build was complex with a lot of interesting features - all delivered exactly as planned. Thanks Richard, we look forward to continuing to grow with Graftstudio.”
Phil Kirby
Founder, Brew Tea Co.
Interested in working together? We'd love to hear from you!
