East Coast Provisions
E-commerce site and brand refresh for a specialty food producer in Nova Scotia. Clean, fast, and built to convert.
Context
East Coast Provisions had been selling wholesale for years and wanted to move into direct-to-consumer. Their brand was inconsistent — a decade of makeshift decisions had left them with three different logos and no clear visual direction. They needed to arrive online looking like a business that knew what it was.
Approach
Before touching a single pixel, we ran a one-day brand audit and emerged with a clear brief: keep the Maritime heritage, cut the clutter. The new identity is built on two typefaces, a tight colour palette, and a set of illustration marks derived from their product line. The e-commerce experience was designed to feel more like a specialty shop than a warehouse.
Solution
A Shopify storefront with a fully custom theme built to spec. Product pages lead with story and use, not just SKUs and weights. The checkout flow is stripped down to the minimum required fields. On mobile, the whole experience — browsing, selecting, paying — takes under three minutes.
Outcome
Launched ahead of the holiday season. First-month direct-to-consumer revenue exceeded the team's six-month target. Average order value came in at 2.1× the wholesale equivalent. The new brand system has since been applied to packaging, market signage, and a seasonal print catalogue.