A Shopify store for a small Oslo roastery that sells the same coffee three ways: as a one-off bag, as a subscription, and to trade. Dawn is the base; the editorial layer on top is where the brand actually lives.
Results at a Glance
Speciality coffee is bought on provenance. The customer wants to know the farm, the altitude, the process and the week it was roasted, and a store that hides all of that behind a product grid is selling the wrong thing.
So the store leads with the current lot, gives sourcing its own long-form section, and treats the journal as part of the shop rather than a blog bolted to the side. The commerce sits underneath all of it, unchanged and standard.
Dawn is a good base and a plain one. Getting an editorial feel out of it usually tempts people into either a bought theme that fights every future update, or a pile of custom sections that only the original developer can edit. The store also had to sell one product three different ways, which is three different buying journeys sharing one catalogue.
Dawn is deliberately plain
The editorial feel had to be added without replacing the theme, or every future Shopify update becomes a merge conflict.
The roastery edits it
Sections had to stay reorderable and editable from the customiser, not buried in Liquid only a developer can open.
One product, three journeys
The same coffee sells as a bag, as a subscription and to trade, and each of those is a different path through the same catalogue.
Reviews are the proof
In speciality coffee the rating carries real weight, so it had to be a proper review platform rather than testimonials typed into a section.
The challenge was real, and it was costing time, money, and client experience.
Dawn stayed as the base and the editorial layer went on top as theme sections, so the roastery can reorder, duplicate and edit every block from the customiser. Nothing important is locked inside code they cannot reach.
Around that: Judge.me carries the reviews and the aggregate rating shown in the hero, a subscription path runs alongside one-off purchase on the same products, and wholesale sits on its own route so trade buyers are not walked through a retail checkout.
The solution was designed from the ground up to fit this exact business.
The base theme stays intact so updates apply cleanly; the brand layer is added as sections on top.
Current lot, sourcing report, brew guides and journal, each a section the roastery can move or duplicate.
A recurring path beside one-off purchase, and a separate trade route that skips the retail journey.
Judge.me feeding both product pages and the aggregate rating shown in the hero.
Each tool chosen specifically for reliability, integration depth, and ease of use for the client.
Catalogue, checkout and multi-currency.
Base theme, kept updatable.
Product reviews and aggregate rating.
Recurring purchase beside one-off.
A store that reads like a magazine and checks out like Shopify.
Dawn kept intact, so Shopify updates still apply.
One-off bag, subscription, and a separate wholesale route.
Judge.me on product pages and in the hero rating.
Send me the brief, a Figma file, a reference site or a rough outline, and you'll have a fixed quote with a delivery date within 24 hours.
