The brief.
Fermentation Lab roasts on a schedule. The freshness story is real and it's the brand's edge in a crowded UAE specialty market. The site needed to tell that story honestly — without anyone updating a banner manually every Monday — and convert it into repeat purchases through loyalty and subscriptions.
What we shipped.
The live roast schedule banner.
Top of every page: "Current roast from April 25, 2026 · Next roast in 1 day on April 28, 2026." Driven by a metafield-backed schedule, computed client-side with a date diff. No more "Coming soon!" sitting at the top of a homepage three weeks after launch.
The VIP loyalty program.
Three tiers — Silver, Gold, Platinum — wired into the customer record. Silver auto-enrolls on first purchase. Gold auto-upgrades at AED 3,000 spend within 12 months (10% off all orders, free shipping above AED 150, priority fulfillment, early access to seasonal drops). Platinum upgrades at AED 7,000 (15% off, free shipping always, highest priority, exclusive early access). Points are earned 1/2/3 per AED spent by tier. Redemption at 500 / 1,000 / 2,000 points for AED 10 / 30 / 50 coupons. The whole program is rendered as one Liquid page — no separate app shell — so the brand voice holds.
Tabby on the product page.
"Easy Pay with Tabby — Pay in 4 monthly installments — Installment: Dhs. 14.00." Computed live from the variant price. One row, no modal, no friction.
Subscriptions, bundles, the box.
Two FL Box bundles — Espresso (-20%) and Filter (-25%) — sit on the home page next to the unit catalog so a curious first-time buyer doesn't have to choose between four origins. Subscriptions wired into the same product surface for the customer who already knows what they want.
The product page that does the science.
Every coffee has the data: variety, fermentation method, elevation, growing region, quality score, and weight. A horizontal acidity ribbon (Low → Medium → High) with the position marked. Taste profiles as iconography (milk chocolate, dried peach, hazelnuts, cream body). A roast level rendered as filled beans. The specialty drinker gets what they need; the casual buyer gets a clear hierarchy.
