Case Study
PetalsWings
Redesign.
Bonnie Clary Tipton has grown 660+ iris varieties at PetalsWings since 2001. Her Shopify store ran a stock Dawn theme that told none of her story and converted none of the serious collectors looking for exactly what she grows.
in a generic Shopify theme.
The Challenge
The farm deserved better
than a stock template.
A theme that could have belonged to anyone.
Bonnie has grown 660+ iris varieties since 2001. It's a 20+ year family farm with a real story, and a collector following that rivals specialty nurseries twice her size. The stock Shopify layout said none of that. The site felt generic because it was.
We built a custom storefront around PetalsWings' personality. It carries the farm's warmth, Bonnie's voice, and a visual identity that matches the catalog she's spent two decades growing.
660+ varieties, no way to find the right one.
The old site only had basic collection categories. Serious collectors search by color, bloom time, height, fragrance, and class, and they'll leave a store that can't search that way. Bonnie's catalog depth was her advantage, but the site wasn't using it.
We built a full filter and tagging system for color, bloom time, height, fragrance, and iris class. Collectors can narrow 700+ varieties down to exactly what they want in seconds.
The brand existed but wasn't fully expressed.
PetalsWings had a logo and a presence, but no consistent look. No typographic voice, no visual hierarchy, and nothing that matched across the store, social, and packaging. Bonnie's recognition in the collector community wasn't showing up online.
We gave the brand a complete evolution: a refined logo, color system, typography, and voice guidelines, used consistently across every page and touchpoint of the store.
No content layer to keep collectors coming back.
The iris collector community is passionate, but seasonal. They shop once a year, but they'll read about varieties, planting guides, and farm updates all year round if there's a place to do it. The old site had no blog, no guides, and no community layer.
We added guides, a "Dear Gardeners" blog from Bonnie, and a Community section. Now PetalsWings is a year-round destination for iris enthusiasts, not just a place to order.
SEO built for a generic store.
The site used standard Shopify product titles, had no plant data tagged so Google and AI could read it, and had almost no content aimed at variety-specific searches. Collectors typing "Tall Bearded iris fragrant reblooming" weren't finding PetalsWings, even though Bonnie grows exactly what they want.
We built variety-specific product pages, tagged plant data so Google and AI can read it, and added long-form content that targets the searches serious collectors actually make.
A stock Shopify Dawn theme. No filtering, no brand voice, and a catalog depth that deserved far more than a generic template.
Homepage A custom Astro store built around Bonnie's voice, with full-catalog filtering, a content ecosystem, and a brand that matches 20+ years of growing.
Homepage 
Shop 
About The Scope
Everything we shipped.
Brand Evolution
A refined logo, full color system, typographic voice, and brand guidelines. Built on PetalsWings' existing identity, but fully expressed for the first time.
BrandCustom Shopify Storefront
A purpose-built store powered by Shopify. It replaces the stock template with a fast, fully custom experience made for Bonnie's catalog and brand.
E-commerceVariety Filter System
660+ varieties tagged by color, bloom time, height, fragrance, and iris class. Collectors filter straight to what they want, no scrolling through varieties they don't need.
E-commerceProduct Photography
A photography system that captures each variety at peak bloom. Optimized for web, and built so it's easy to find in search and share on social.
ContentSEO Architecture
Variety-specific product pages and long-form content that target the exact searches serious iris collectors make. This puts PetalsWings in front of the right buyers.
SEO"Dear Gardeners" Blog & Guides
Seasonal content from Bonnie: growing tips, farm stories, and planting guides, plus a Community section that keeps iris enthusiasts engaged all year.
ContentThe Build
A store as alive
as the flowers.
PetalsWings now has a store and brand as alive as what Bonnie ships, every one of her 660+ varieties individually tagged and filterable, on a headless Shopify storefront built from scratch.
What the work is built to do.
The mechanics behind a specialty store that finds the right collectors.
Based on collector order patterns and specialty variety pricing; conservative estimate assumes baseline conversion only.
The traffic lift is already verified. This is what it means at baseline conversion: new collectors finding PetalsWings for the first time and buying one collection.
Catalog SEO compounds as variety-specific pages get indexed. Collectors who find exactly what they want order more and return next season.
Community drives year-round engagement, the blog turns first-time buyers into annual collectors, and rare-variety searches command premium pricing.
The catalog depth is the compound interest. Bonnie's 660+ varieties, each on its own indexable page, keep paying as more searches find her over time.
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