A Web Wise North Premium-tier build · demonstration
Stem & Field.
A fictional botanical atelier in the north of England — made up so we could build it. Stem & Field isn't a real business; it's an honest demonstration of what our Premium tier looks like when the brief is editorial florist. See it live at /showcase/florist.
The brief.
Design a florist website that would sit comfortably next to McQueens Flowers, Flowerbx, or Nikki Tibbles Wild at Heart — not next to the "Fresh Blooms Delivered!!" end of the market. The business is small, opinionated, and charges premium prices for arrangements that earn their place in the room. The site has to feel like walking into that kind of studio.
Design decisions.
- Typography — Cormorant Garamond for display, Source Sans 3 for body. The serif has the slight imperfection of letterpress; the sans is confident but not loud.
- Palette — warm cream (#f8f6f2) paper, deep forest accent (#2d4a3e), near-black ink. Nothing brighter than a leaf.
- Imagery — slow-paced, full-bleed botanical photography. No stock smiles.
- Motion — almost none. A Premium site for a florist should feel like a well-set table, not a carousel.
- Copy tone — short, definite, a little aloof. "Flowers, considered." is the whole hero.
What we built.
- 4 pages — home, studio, weddings, subscriptions
- Editorial panels — alternating left/right imagery + copy, each with its own kicker, on every page
- Wedding enquiry flow — tiered pricing table (Intimate / Signature / Full Day), with a contact handoff at the end
- Subscription plans — three tiers, honest pricing, frequency options, one clear CTA per card
- Studio story — founder pages are where florist brands usually fall apart; here it's a full essay with portraits
What this would cost in real life.
A real Stem & Field engagement sits inside the Premium tier at £4,500, 4 weeks end to end. That covers the brief, the design, bespoke imagery (AI-to-brief or a local photographer), hand-written copy throughout, custom motion, and 90 days of post-launch support. You own everything at the end.
Stats.
Browse the live build: /showcase/florist. Every page is real.