shopify development b2b seo & conversion email flows identity application

cuptural
coffee

Specialty coffee roaster in Las Palmas, Gran Canaria. I took their existing brand identity and built the full Shopify ecosystem — web, B2B system, email flows, and one interactive feature I proposed myself.

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01 — the challenge

A strong brand that needed a store worthy of it.

Cuptural had a clear visual identity — bold typography, origin-based color palette, strong copy. The challenge was building a Shopify store that felt like their brand, not like a template. And adding real functionality: B2B wholesale access, email automations, and a conversion-focused structure.

0
generic Shopify feel
Every section customized to match the brand — layout, typography, color usage, animations.
B2B
without Shopify Plus
Full wholesale system — application flow, approval, exclusive pricing — built without the $2k/month plan.
3
email automations
Welcome, B2B activation and cart abandonment — each on-brand, each with a real conversion goal.
02 — the web

Built to sell. Looks like it doesn't try.

The home page leads with origin — a hero slider cycling through coffee-producing countries. Products are shown with tasting notes and origin data. Every section has a conversion purpose, structured around SEO and flow.

01 desktop home
Cuptural desktop home
Brasil hero — each country gets its own full-width slide with the origin color from the brand palette.
02 product grid
Product grid
About & origins strip — "café de origen" page showing the full color-coded origin system and brand values.
03 — feature I proposed

The coffee belt. Interactive.

The "cinturón del café" concept already existed in the brand — coffee only grows between the tropics. I proposed making it interactive: each origin on the world map is a hoverable point that reveals the country name, a description, and a direct link to buy that coffee. A subtle feature that reinforces the brand concept and drives product discovery.

Interactive coffee belt map
💡 I suggested and built this feature — it wasn't in the original brief
interactive demo

Hover the origins.

A simplified recreation of the map interaction — hover each dot to see the origin info. Same logic as the live site.

el cinturón del café hover an origin
TROPIC OF CANCER TROPIC OF CAPRICORN
brasil Notas de chocolate, caramelo y nuez. El más vendido.
colombia Acidez brillante, frutas rojas y panela.
perú Floral y delicado. Geisha lavado de altura.
guatemala Cuerpo intenso, chocolate oscuro y especias.
méxico Suave y equilibrado. Perfil para filtro.
kenia Acidez cítrica intensa. Frutas tropicales.
etiopía Cuna del café. Floral, jazmín y melocotón.
burundi Complejo y frutal. Emergente en especialidad.
indonesia Terroso y especiado. Cuerpo pleno.

↑ hover / tap the dots to explore origins

04 — product pages

Every coffee has a story. The page tells it.

Product pages go beyond the standard Shopify template — each coffee shows its country, region, farm, altitude, producer, variety and roast profile. All structured as metadata tags, building trust and supporting SEO at the same time.

Cuptural product page
Myanmar Pyin Oo Lwin — país, región, finca, variedad and tasting notes as structured tags above the fold.
About page mobile
Costa Rica Tarrazú — producer, altitude, varietal and roast profile. Each coffee tells a traceable story.
05 — b2b system

Wholesale. Without Shopify Plus.

Shopify Plus costs ~$2,000/month and is typically required for B2B features. I built the entire wholesale system — application, approval, exclusive pricing and dedicated catalog — natively, without the paid upgrade.

Application flow
Custom form for B2B requests — business details, volume, type of account.
Manual approval + activation
Admin reviews and activates access. Triggers the B2B welcome email automatically.
Exclusive pricing & catalog
B2B accounts see wholesale prices and a dedicated product catalog — no plugins.
No Shopify Plus required
Built with customer tags, metafields, and Liquid conditions. Full functionality at standard plan cost.
B2B activation email
B2B activation email — sent automatically when access is approved. On-brand, clear, actionable.
06 — email ecosystem

Three flows. Each with a purpose.

Email flows built and designed within the brand system — same typography, same voice, same color logic. Not generic Shopify notifications. Each email has one goal and makes it clear.

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