Loni Tales — Artisanal Butter E-Commerce
We designed and built an editorial e-commerce experience that lets a luxury butter startup showcase its full range of artisanal varieties — and lets customers order online in a few graceful clicks.
The Challenge
Loni Tales had a beautifully crafted product line but no digital home to match. The category itself — luxury artisanal butter — is editorial by nature, and the brand needed a storefront that read like a magazine without sacrificing the practicality of e-commerce.
They also needed a structure that could grow as new flavours and seasonal collections shipped, without rebuilding the site each time.
- No e-commerce presence to match the calibre of the product line
- Brand story and product range were not communicated cohesively
- No scalable way to add new flavours or seasonal collections
- Checkout was non-existent — orders relied on direct messages
We treated Loni Tales as a publication first and a shop second. The visual system borrows from food editorial: oversized typography, generous whitespace, and photography as the hero of every section.
On the commerce side we kept the path to checkout under three clicks and built a clean product schema so the brand can launch a new flavour without a single line of code.
Our Approach
Editorial positioning workshop and content architecture for the product line.
Magazine-grade visual system with food-first photography and elegant typography.
Next.js storefront with a clean product schema and a frictionless checkout.
Soft launch with the founder community, then a full reveal with paid amplification.
The Solution
The Loni Tales storefront opens with a quietly confident hero — a single hero shot, a single line of copy, a single CTA. Past the fold, each butter variety has its own editorial page with provenance, pairings, and one-click add-to-cart.
Behind the scenes, the team can publish a new flavour, season, or limited edition in minutes — and the entire site re-renders statically for instant page loads.
Editorial Storefront
A magazine-grade visual system that lets the product photography do the heavy lifting.
Three-Click Checkout
Browse to checkout in under three clicks, with persistent cart across pages.
Flavour Templates
A clean product schema that lets the team add new varieties without a developer.
Lightning Loads
Statically rendered pages with image optimisation across the whole catalogue.
Results & Impact
The site honours what we make. Customers tell us it feels like flipping through a beautiful cookbook — and then they actually buy. That balance was exactly what we needed.