Tealbox

The product was premium. The website was undermining it.

Tealbox had invested heavily in curation and packaging. The website didn't reflect any of it. Pages felt cluttered, the subscribe flow had too many decision points, and the overall experience communicated 'starter template' rather than 'carefully considered brand.' Visitors were landing and leaving without converting. The brief was to fix that, without losing the warmth that made Tealbox feel personal.

If the box feels like an editorial object, the website should too.

I borrowed from editorial design: large typographic hierarchy, generous white space, and product photography allowed to breathe. Teal as the accent colour was used sparingly, which made it more effective. Every design decision was filtered through a single question: does this make someone more or less likely to subscribe? Components that didn't serve that goal were cut.

Built to be fast, editable, and alive.

Built in Framer with CMS collections so the team could update curated content without touching code. Scroll-triggered animations were added only where they supported the storytelling, never for their own sake. Page speed was treated as a design constraint from the start, not an afterthought. The final build was fast on mobile and felt polished at every breakpoint.

A website that finally matched the product.

The redesigned subscribe flow reduced friction at the critical decision point and increased conversions. Bounce rate dropped. Tealbox now had a digital home that matched the quality and care they put into every box they shipped, and a CMS that meant they could keep it fresh without external support.