Fellow & Field has the hard part solved — a roast people drive across town for, a wholesale list of forty cafés, and a story worth telling. What you don't have is a home for it. Right now the brand lives on a generic Shopify theme three other roasters also use, the subscription is a clumsy bolt-on, and every wholesale order still lands in your inbox as a PDF.
The headroom here is the good kind of problem. A product this loved, leaking this much intent on a site that fights it, is exactly the brand a rebuild pays for fastest. This proposal lays out the site we'd build, how we'd build it, and what it costs.
We don't disappear for three months and unveil a website. You'll see the work as it forms — in design files you can click and a staging URL that's live from week one. Four principles shape every project we take:
Strategy before pixels
We start with the buyer, not the homepage — what a first-time taster needs to feel, what a subscriber needs to stay. Every later decision traces back to that.
Design you can interact with
High-fidelity Figma prototypes you click through, not flat mockups. You'll feel the cart, the subscribe flow, and the mobile menu before we write a line of production code.
Headless, but never fragile
A Hydrogen storefront on Shopify's commerce engine — fast and bespoke on the front, boringly reliable on the back. Your checkout is Shopify's; your experience is yours.
Handed off, not handcuffed
You get the repo, the CMS, and a Loom library on launch day. Edit a blog post or swap a hero without calling us — and call us when you'd rather not.
One project, three surfaces that share a design system: an editorial brand site, a headless storefront, and a subscription experience that finally fits the product. Here's the shape of it.
> Editorial brand site
Home, our-story, sourcing, and a journal — a content model in Sanity so you publish origin stories and brew guides without a developer.
> Headless storefront
Hydrogen PDP, collections, and cart built on the Storefront API. Roast-level, grind, and bag-size variants done right, with fast filtering.
> Subscription engine
A first-class "coffee on repeat" flow — cadence, swap, skip, and pause — wired through your subscriptions app, not buried in a third-party portal.
> Wholesale portal
A gated re-order area for your forty cafés: net-terms pricing, saved orders, and one-click reorder, so the inbox PDFs stop.
Each phase ends in something you can hold — a signed-off direction, a prototype, a staging site — and triggers the milestone payment tied to it. Nothing moves to the next phase until you've approved the last.
Strategy & foundations
Buyer and content workshops, information architecture, a moodboard direction, and the design system foundations. You approve a direction we both believe in.
Design & prototype
High-fidelity designs for all 14 templates and a clickable prototype of the core journeys — browse, buy, subscribe — on desktop and mobile.
Headless build & CMS
Hydrogen front end, Sanity content model, subscription and wholesale flows, integrations, and data migration — on a staging URL you can poke at weekly.
Launch & handoff
Cross-browser QA, performance tuning to target, a controlled DNS cutover, and a handoff session with docs and Looms. Then two weeks of post-launch cover.
Billed against the work, not the calendar. Each milestone invoices when its phase is approved, so payment always follows a deliverable you've already seen and signed off.
Roast & Roll care plan — optional
After launch: hosting, monitoring, security patches, dependency upkeep, and 3 hours of content or design changes a month. Cancel any time.
We're a four-person studio — two designers, two engineers — and the people in this proposal are the people who'll build your site. We take three or four projects a year so each one gets the attention a brand like yours deserves. Headless commerce is what we do most.
"They understood our coffee before they touched our website. The build was on time, on budget, and the first thing customers mention now is how good the site feels."— Marcus Vale · Founder, Cedar & Steam Tea
Ownership & handoff
On final payment, all source code, design files, and content are yours — transferred to your repo and accounts. No license to claw back, no lock-in.
Revisions
Two rounds of revisions included in the Design phase. Further changes within scope are folded in; new scope is quoted first, never billed by surprise.
Browser & device support
The latest two versions of Chrome, Safari, Firefox, and Edge, plus iOS and Android — tested on real devices, not just emulators.
Warranty
14 days of free defect fixes after launch. A bug introduced by us is ours to fix, full stop — separate from any care plan.
Timeline & dependencies
The 14-week schedule assumes timely feedback (within ~3 business days) and content ready by the build phase. We'll flag slippage early, both ways.
Validity
This proposal and its pricing are valid for 30 days from the cover date. Your start date is reserved on signature and the Discovery deposit.
Ready to pour Fellow & Field a real home?
Signing below approves the scope, timeline, and the $48,000 fixed project investment and its milestone schedule as set out on the preceding pages, and reserves your kickoff date. We'll send the agreement and the Discovery invoice the same day — and once the deposit lands, week one starts.