Backyard Valley Tea
Take a speciality tea label from marketplace-led to direct-to-consumer.
Scope
eCommerce, brand, content
Duration
9 months
Industry
Food and beverage
The situation we walked into
A speciality tea label with excellent product and near-total dependence on marketplaces. The brief was to build a direct-to-consumer channel that could hold its own margin.
Objectives
- Launch a direct channel that is not price-anchored to marketplaces
- Build repeat purchase behaviour through lifecycle marketing
- Give the brand a story that travels beyond a product listing
How we approached it
Own the story
Origin, estate and craft became the reason to buy direct rather than from a marketplace tile.
Merchandising as content
Sampler sets and gifting bundles designed as entry products for new customers.
Retention loops
Email and WhatsApp flows built around brew cycles, not arbitrary calendar dates.
What we actually shipped
eCommerce
- Shopify storefront build
- Bundle and subscription merchandising
- Checkout and shipping optimisation
Brand
- Packaging system
- Product photography
- Editorial art direction
Content
- Brewing and origin editorial
- Recipe and ritual video
- Lifecycle email and WhatsApp
Outcomes
Reported metrics are placeholders until client sign-off. Structure and measurement framework are final.
Pending
Direct channel revenue
Pending
Average order value
Pending
Repeat rate
Pending
Email revenue share
“Placeholder testimonial pending client approval. Our direct channel finally feels like a brand instead of a listing.”
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