Their new brand, built into the whole store.
Matcha Bear had a finished new identity, an existing Shopify store and two kinds of buyer: people at home and the cafés that serve their matcha. The brief was to bring the brand into the store, show how the product is prepared, make the range easy to buy in more than one way and give partners a place of their own.
Inside the storefront
Screenshots from the client review theme. Select any image to view it full size.
- 4preparation steps in the homepage sequenceBuild receipt
- 3ways to buy: a single pack, a two-pack or a subscriptionBuild receipt
- 2storefront languages: English and EstonianBuild receipt
- 41partner locations on the store’s map, counted on the live partners page on 14 Oct 2026: in 9 Estonian towns, 4 countryside spots and 1 in MadridPublicly countable
- 6retail products in the public shop on 14 Oct 2026, plus 2 “Coming soon” cards. None of the wholesale products is listedPublicly countable
- 533still frames that play the four steps on a phone, counted in the live homepage on 14 Oct 2026. The footage is AI-generatedPublicly countable
- 15rounds of the owners’ feedback turned into shipped changes, 13 Jul to 28 Sep 2026, counted in our project logBuild receipt
- 112page loads checked before launch on 25 Sep 2026: 28 pages, in English and Estonian, on a phone and a computerBuild receipt
How these were measured: Live storefront checked on 28 September 2026 at desktop, tablet and phone widths: the preparation sequence, all six retail products in the cart, the two-pack into checkout, the 30 g subscription into the cart and the 100 g subscription into checkout, the partner map and the Estonian pages. Uploaded theme files were downloaded again and compared. These are delivery checks, not sales results. Rechecked on 14 October 2026, 22:55 to 23:02 Tallinn time, the way any visitor can: the same four steps in English and Estonian, the three ways to buy on both matcha sizes, the two-pack into checkout at €43.80, the 30 g subscription at €18.62 a month in the buy box, six retail products in the public product list and no wholesale ones, 41 locations on the partner map and 12 questions in the FAQ in each language. No number on this page had changed. Nothing was bought. The 533 phone frames were counted in the homepage source the same evening. The 15 feedback rounds and the 112 pre-launch page loads come from our own project records and cannot be checked from outside. The pictures of the store’s new look were captured on 14 October 2026.
Evidence class: Client delivery
Reviewed 2026-10-15 · Oskar Korjus, technical delivery
Their new identity, carried through the whole shop.
Matcha Bear designed a new identity in-house: black surfaces, matcha green and a hand-drawn bear. Our job was to take it from brand files to a working store, so every page reads as one brand, down to the checkout and the customer account pages.
- Black and matcha green on the storefront, the checkout and the account pages
- The brand display type on headings, in English and Estonian
- The brush-drawn bear as the store logo
- Checkout in the brand since 25 Sep 2026 and the customer sign-in page since 27 Sep 2026. Both rechecked on 14 Oct 2026: black background, white Matcha Bear logo. The green shows on the storefront; on the checkout we confirmed the black and the logo
On turning brand files into something that ships:brand guidelines versus a brand DNA
Four steps, played by the scroll.
The homepage shows how a cup is made before it shows a price: sift the matcha, add water, whisk it, serve it. Each step plays as the visitor scrolls. Phones get portrait footage made for the narrow screen, so the bowl stays in frame, and visitors who switch motion off see the steps as still frames.
01 Sift the matcha
02 Add water
03 Whisk it
04 Serve it
Frames from the AI-generated clips used on the live storefront. They show storefront artwork, not a filmed product demonstration.
Three ways into the range.
Tools, matcha and sets each get their own route from the homepage, shown with Matcha Bear’s own product photography. Product pages put the preparation steps, the sourcing and the common questions next to the buy box.
Product photography: Matcha Bear.
Buy once, buy two, or subscribe.
The buy box offers a single pack, a two-pack and a subscription on a fixed schedule that the customer can skip, pause or cancel. Prices come from Shopify and the subscription app, so the page shows what the checkout charges. The starter kit sells the tools and the matcha as one set.
- Two-pack of the 30 g matcha into checkout at €43.80
- 30 g subscription at €18.62 a month
- Both checked on the live store on 28 September 2026
- Both checked again on 14 October 2026 and unchanged. The two-pack is two packs at the single-pack price, not a discount
- The 100 g matcha has the same three ways to buy: €54.90 for one pack, €109.80 for two, or a subscription at €46.67 every two months, as checked 14 Oct 2026
- The subscription saves 15% on both sizes. The 30 g comes every month and the 100 g every two months
More on what happens after the first order:the flows that turn one-time buyers into repeat customers
A second channel for cafés and shops.
Matcha Bear also sells to the cafés and shops that serve it. We rebuilt the partner list as a searchable map, added an application for new partners, and took the wholesale products out of the public shop so retail visitors cannot buy them at trade prices. Partner orders still go through the Matcha Bear team; a self-order portal for partners is the next phase.
- Partner map searchable by café and city
- Become-a-partner application from the map and the partners page
- Wholesale products kept out of the retail storefront
- The partners page was rebuilt on 20 Jul 2026 with the map at the top, as the owners asked
- On 23 Sep 2026 all 41 partner pins were checked three ways against map data and the venue’s street address, and 13 were moved to the right place
- 41 locations on the map on 14 Oct 2026: 17 in Tallinn, 3 each in Pärnu, Tartu, Kuressaare, Viljandi and Võru, 2 in Tabasalu, 1 each in Rakvere and Haapsalu, 4 in the countryside and 1 in Madrid
- The application is the store’s contact form, opened with the partner topic already chosen
- A strip of 7 partner logos sits under the homepage sequence
The whole store, in English and in Estonian.
English is the default and the Estonian store is at matchabear.eu/et. The Estonian version of the buying path was in place on 8 July 2026, the first day of the preview, and grew with every page after that. On 14 October 2026 we opened ten key pages in both languages: the homepage, About, Our matcha, the FAQ, Partners, Contact, the shop, Insights, the 30 g product page and the cart. All ten loaded in the right language.
- The FAQ has 12 questions in English and 12 in Estonian, counted 14 Oct 2026
- All six products have Estonian texts on the live store, checked 14 Oct 2026. For three of them, the AKI matcha in both sizes and the starter kit, we drafted the Estonian text for the owners to approve
- The Estonian partners page has its own Estonian address, /et/pages/partnerid
- The four steps read in Estonian too: Sõelu matcha, Lisa vesi, Vispelda vahuseks, Serveeri oma maitse järgi
Built for the phone first.
The owners put a store made for phones at the top of the list in the first meeting, and they reviewed the rounds on their own phones. On a phone the four steps play as a sequence of still frames, 533 of them on 14 October 2026, so the bowl stays in frame and the scroll stays smooth. A computer gets two video clips that move with the scroll. Both are AI-generated.
- 17 Aug 2026: a full pass over the phone layout. A check of the phone pages flagged 153 issues before the pass and 19 after, and on review none of the 19 was a real fault
- The same day the computer version was checked unchanged: no difference in 35 combinations of page and screen width
- 17 and 18 Sep 2026: the phone sequence was rebuilt as still frames, because video on a phone could not keep up with a fast thumb
- 27 to 28 Sep 2026: a sift step was added to the start of the sequence, so the steps match the product pages and the guide. Its AI-generated footage went in on 28 Sep
The old store kept selling while we built the new one.
We built the new store on a private copy of the theme while the old store stayed open, and the owners saw the work on a private preview. There were five recorded meetings, about 3 hours 16 minutes in all, and 15 rounds of feedback that ended up in the store. The switch was agreed for Sunday 27 September 2026, and on 28 September the new theme was confirmed as the store’s public theme.
- 14 Jul 2026: the owners set the direction in the first design review. The look comes first, with no sales tricks and less text
- 25 Sep 2026: before launch, 112 page loads were checked, 28 pages in English and Estonian on a phone and on a computer, each confirmed on the new theme
- 28 Sep 2026: a check of the live store. 51 English and Estonian addresses opened, layouts checked at four widths from 320 to 1440 pixels, all six products put into the cart, and the two-pack and a subscription taken into checkout. No payment was made
- Uploaded theme files were downloaded again and compared with ours
The store’s new look
What a buyer sees on the live store, on a computer and on a phone, captured on 14 October 2026. Prices shown are the store’s public prices that day. No form was sent, nothing went into a cart and no account was used.
Desktop
Phone
Desktop
Phone
Desktop
Phone
Desktop
Phone
Desktop
Phone
Desktop
Phone
Timeline
- 30 Jun 2026The project started. Matcha Bear’s new identity was finished, and the brief was to bring it into the store and grow both home buyers and partner cafés.
- 2 Jul 2026First meeting with the owners. They decided to stay on Shopify and put a new store built for phones first. A self-order portal for partners was set for later.
- 8 Jul 2026The first preview of the new store, on a private copy of the theme, with the buying path in Estonian as well.
- 13 Jul 2026On the owners’ feedback the homepage went from 15 sections to 9. The buy box got a choice between buying once and subscribing, and Matcha Bear’s own photos went in.
- 14 Jul 2026First design review: the look comes first, not sales tricks. The homepage went down to 6 sections.
- 17 Jul 2026Second design review: the dark and green direction was approved, and the map moved to the top of the partners page.
- 20 Jul 2026The partners page was rebuilt with the map first, and 4 wrong pins were moved.
- 27 Jul 2026The owners asked for a homepage that shows the matcha being made as the visitor scrolls.
- 29 Jul 2026Third design review, in person: one pack, two packs or a subscription, with the subscription kept low-key.
- 30 Jul 2026The About page went in with Matcha Bear’s own text, and the FAQ was rebuilt with 12 questions in each language.
- 17 Aug 2026A full pass over the phone layout. The computer version was checked and left unchanged.
- 2 Sep 2026The subscription was checked from the product page into the cart: monthly, 15% off.
- 7 Sep 2026A round of the owners’ feedback went in, and a strip of 7 partner logos went under the homepage sequence.
- 17 and 18 Sep 2026The phone version of the four steps was rebuilt as still frames so it scrolls smoothly.
- 23 Sep 2026Fifth recorded meeting: launch set for Sunday 27 September. All 41 partner pins were checked and 13 moved to the right address.
- 25 Sep 2026The checkout switched to the black Matcha Bear look, and the wholesale products were taken out of the public shop.live shop
- 25 Sep 2026Before launch, 112 page loads were checked on the private copy of the new store: 28 pages, in English and Estonian, on a phone and a computer.
- 27 Sep 2026Launch day: the sign-in page in the brand, the owners’ new photos, HARU 30 g and the refill canister shown as “Coming soon”, and the same four steps on the homepage, the product pages and the guide.
- 27 to 28 Sep 2026The new store went live on matchabear.eu. On 28 September it was confirmed as the store’s public theme.live shop
- 28 Sep 2026A check of the live store: 51 English and Estonian addresses, phone and computer widths, all six products into the cart, the two-pack and a subscription into checkout. No payment was made.live shop
- 28 Sep 2026At the owners’ request the homepage lineup now reads Tools, Matcha, Sets, and the sequence got its own AI-generated sift footage at the start.
- 2 Oct 2026This case study was published.
- 7 Oct 2026Preparation for the next phase, a partner portal: we read Matcha Bear’s Shopify wholesale setup and drafted questions on partner prices and rules. The portal is not built.
- 14 Oct 2026The live store was rechecked for this page. No number on it had changed.
What we left alone
What stayed where it was while the store changed around it.
- Matcha Bear stayed on Shopify. Products, orders, customers and the checkout stayed in the store the team already ran.
- The old store kept selling while the new one was built on a private copy of the theme, until the switch on 27 to 28 September 2026.
- The brand identity and the logo are Matcha Bear’s own. We built them in and did not redesign them.
Ownership and handover
Current owner
Matcha Bear owns the live Shopify store, catalogue and checkout.
Kratt's role
Kratt built the storefront, the motion sequence, the bundle and subscription buy box and the partner pages, worked in the client’s feedback and verified the uploaded theme files. The brand identity is Matcha Bear’s own.
Handover
The rebuilt theme is live on matchabear.eu. The client continues to manage products and orders in Shopify.
What this page does not claim
- No post-launch revenue or conversion lift is claimed. Browser checks do not establish identical loading times on every device or connection.
- The brand identity was designed by Matcha Bear in-house; we built it into the store.
- The self-order partner portal is not built yet. Partner orders go through the Matcha Bear team.
- That we tested skipping, pausing or cancelling a subscription. The store offers it; our checks covered the buy box, the cart and checkout, not the subscription account.
- That a payment or a real order went through. Our checks stopped at checkout and no payment was made.
- Visitor numbers or sales. Those are Matcha Bear’s own figures and are not shown here.
- That every place on the partner map is a café. The map lists partner locations; the count is what we state.
- That the preparation footage is filmed. It is AI-generated storefront artwork.
What an owner asks about this work.
Did Matcha Bear have to leave Shopify for the redesign?
No. We rebuilt the storefront theme on the Shopify store Matcha Bear already had. Products, orders, customers and the checkout stayed in Shopify, and the team still manages them there.
Who designed the new brand?
Matcha Bear designed its new identity in-house: black surfaces, matcha green and a hand-drawn bear. We built it into the store, from the homepage to the checkout and the customer sign-in page.
How do subscriptions work in the store?
On the product page a buyer can tick Subscribe & save instead of buying once. Checked on the live store on 14 October 2026: the 30 g matcha comes every month and the 100 g matcha every two months, both at 15% off the one-off price. Prices and plans come from Shopify and the subscription app, so the page shows what the checkout charges.
Can cafés order wholesale through the website?
Not through a portal of their own yet. Cafés and shops can find the partner map and ask to become a partner through the contact form, which opens with the partner topic already chosen. The wholesale products are kept out of the retail shop. Partner orders still go through the Matcha Bear team; a self-order portal for partners is the next phase and is not built.
Are the matcha videos on the homepage real footage?
No. The preparation clips on the homepage are AI-generated storefront artwork, not a filmed product demonstration. The photos of the products on sale are Matcha Bear’s own. The HARU “Coming soon” card shows a render we made from Matcha Bear’s print file, and the Add water picture in the preparation steps on the product pages is a still from the same AI-generated footage.
Is the store also in Estonian?
Yes. English is the default and the Estonian store is at matchabear.eu/et, with Estonian pages, the FAQ in Estonian, Estonian texts for all six products, and the same partner map.
Did the new store bring more sales?
We do not know, and this page does not claim it. No sales or conversion result has been measured since the new store went live at the end of September 2026. What anyone can check today is the store itself, at matchabear.eu.
If the store needs more than a new look:what to automate in a Shopify shop after launch
Another web shop, on WooCommerce instead of Shopify:a Tartu tyre shop’s new rims and motorcycle tyre sections
Where is your business
leaking revenue?
A free AI audit finds it, ranked by impact, and it is yours to keep.
Book your free 30-min audit callBack to all case studies.