Jun Century
Jun Century has been sourcing and blending premium teas for four decades. Their new DTC ambition was bold: bypass traditional retail entirely and sell direct, without sacrificing the brand's quiet authority.
- Client
- Jun Century Tea
- Industry
- E-commerce / FMCG
- Timeline
- 10 weeks
- Role
- E-commerce Strategy, Shopify Development, UX Design
- Stack
- Shopify LiquidCustom ThemeKlaviyoReChargeCloudflare
Heritage tea brand needed a DTC storefront without losing 40 years of craft.
Custom Shopify theme, editorial PDPs, and a subscription flow tuned for repeat buyers.
+42% conversion rate · 27% AOV lift in first quarter.
The challenge was technical and editorial. A Shopify store had to feel like a boutique atelier, not a generic e-commerce template. We built a fully custom theme — no off-the-shelf code — with editorial product pages that tell origin stories, a tiered subscription model for repeat buyers, and a checkout flow optimised for AOV.
How we built it.
Buyer Journey Mapping
Conducted 12 customer interviews and analysed competitor checkout flows to identify friction points and AOV levers.
Brand-Led Product Pages
Designed editorial PDPs with origin stories, tasting notes and provenance maps — content that justifies the premium price point.
Custom Shopify Theme
Built entirely from scratch — no Dawn, no templates. Fully componentised Liquid for the content team to manage independently.
Subscription & Retention
Integrated ReCharge for subscriptions and Klaviyo for post-purchase flows. Subscription take-up hit 18% in the first month.
We were nervous about going direct-to-consumer. ArtX made the whole process feel inevitable. The site converts better than any retail shelf ever did.