From Shopify Template to Conversion-Built Premium Brand: Live in 4 Weeks.
Mori Matcha imports single-origin ceremonial matcha from Uji, Kyoto — founded by a couple who spent years carrying tins back to the Netherlands in their suitcases before deciding to bring the supply chain with them.
They arrived with a name, a genuinely superior product, and a Shopify template that made neither of those things visible.
Everything a buyer needed to know in order to pay premium prices was true, and none of it was working.
They arrived with a name, a genuinely superior product, and a Shopify template that made neither of those things visible.
Everything a buyer needed to know in order to pay premium prices was true, and none of it was working.
CRO / Taxonomy / UX Wireframes / UI prototyping / Interaction design / Development / Content
Site: morimatcha.eu
Goals
Make a premium price self-evident. A buyer comparing a €24.95 tin against €8 supermarket powder had no way to see what they were paying for.
• Solve the "which one do I buy?" problem. Grade language — ceremonial, culinary, first harvest — means nothing to a first-time buyer, and the wrong first purchase kills the repeat order.
• Move the store beyond single-tin transactions. Matcha is consumed weekly. The site was selling it like a one-off gift.
• Build a brand identity with enough conviction to compete. The template positioned Mori as a reseller, not a sourcing brand with a point of view.
• Hand over a store the founders can run and extend themselves, without a designer sitting between them and every content change.
A Category Where the Buyer Can't Judge Quality
Matcha is a blind trust purchase. Colour, texture and aroma are the actual quality signals, and none of them survive a product photograph. Two questions were blocking every sale — is this worth the money? and which one is for me? — and the old site answered neither.
Every structural decision that followed was built to close one of those two gaps.
Every structural decision that followed was built to close one of those two gaps.
Every Screen Answering a Purchase Objection
Reframed the price as cost per cup — 30g, 40 servings, €0.75 a cup. The comparison stops being supermarket powder and becomes the café latte the buyer is replacing.
Named delivery date in the buy box — "In Stock — get it by Saturday" — removing timing doubt at the decision point rather than at checkout.
Benefits translated into outcomes, not chemistry — "calm steady focus, no crash" carries L-theanine; "café quality at home" carries ceremonial grade.
A four-pillar provenance module — cold-stored, steamed not roasted, whole-leaf, Uji-grown — built as a reusable component and repeated across product, story and education pages so the sourcing argument compounds instead of being made once.
What This Delivered
Mori launched with a store that argues its own case. The premium price is justified on the page rather than defended over email; the range self-selects, so first-time buyers land on the right tin instead of the cheapest one; and the bundle structure gives the brand an AOV lever it didn't previously have.
The founders now own a componentised Shopify build they can extend — new SKUs, new education content, new markets — without redesign work. The sourcing story that used to live in a suitcase anecdote is now structural: it appears on every page a buyer touches, in a form the team can maintain themselves.
The founders now own a componentised Shopify build they can extend — new SKUs, new education content, new markets — without redesign work. The sourcing story that used to live in a suitcase anecdote is now structural: it appears on every page a buyer touches, in a form the team can maintain themselves.
