digital flagship

Elder Flower

Organic Skincare


Web design

Web development





Elder Flower is a plant-based skincare brand that unearths the many benefits of mushrooms and other ancient plants to formulate products that help you heal, grow and glow.

The Challenge

Organic beauty brand Elder Flower was looking to launch its debut collection of skincare products online. Their go-to-market strategy included a DTC website that resonates with their intended audience of pregnant mothers and provides the necessary information they need to make a purchasing decision.

The Approach

With the goal being to time the website launch with the completion of the product, which was in its final stages od development, we assessed the most important design factors that would prime the shopping experience for converting visitors into buyers.

Dynamic sections & image display

Product detail pages were customized with a grid-style layout for presenting a mix of static images and gifs to engage visitors immediately. Other sections of the pages were equipped with metafield-enabled content that provided room for 11 unique points of product detail configuration, such as product-specific benefits and media.

UGC content placement

Custom theme sections were developed to enable placement of user generated videos from social media to help instantly connect with the audience and provide bite-sized product usage demonstrations.

Ingredients glossary

To showcase all of the beneficial, organic ingredients used to produce the products, we implemented an ingredients glossary, complete with visuals and details on each ingredient, classified by product. Product-specific ingredients were also hooked to individual product detail pages.


Elder Flower debuted their collection with a new website launch within 2 months, composed of 8 custom pages, 11 points of metafielcd-configured, unique product details and 10 custom easy-to-edit theme sections. The design was awarded honors and site-of-the-day recognition by Awwwards and Mindsparkle Mag and Landbook.