Zero to
Fully Baked.
Brownie Points sends handmade gluten-free brownies through UK letterboxes - and they had no website at all. We designed and built their first ever digital storefront from scratch, complete with a bespoke gifting order flow, an AI gift-note writer, and headless Shopify checkout.
Starting
From Zero.
A brand-new business with brilliant brownies, a joyful brand, and no digital presence whatsoever. And this was no ordinary shop - the message is the gift, delivery only happens on Fridays, and their coeliac customers demand absolute allergen clarity. No off-the-shelf template could handle it.
No Web Presence
No website, no online orders - the business couldn't sell beyond word of mouth.
Message-First Gifting
The personal note is the product. Standard e-commerce flows bury it.
Friday-Only Logistics
One delivery day per week with a strict Tuesday order cutoff.
Allergen Trust
A coeliac-owned brand where allergen clarity is non-negotiable.
The Build
Recipe.
Brand-Led Design System
Translated the retro smiley, warm palette, and playful typography into a joyful, conversion-focused web identity.
Bespoke 4-Step Order Builder
Pick six brownies, write the message, choose a Friday, add a community donation - a gifting journey, not a cart.
Built-In AI Note Writer
A custom AI service that drafts the gift note from a recipient, occasion, tone, and a few details - stuck-for-words insurance.
Headless Shopify Checkout
Storefront API cart with flavours, gift message, and delivery date attached to every order for the kitchen.
Fully Static Architecture
Static Next.js export on edge hosting - instant loads, SEO schema, analytics with consent baked in.
The
Strategy.
A first website has to do everything at once: introduce the brand, earn trust, and take money. We built Brownie Points a digital storefront where the entire experience - from the first scroll to the checkout - feels like opening one of their boxes.
A Gift,
Not a Cart.
The heart of the site is a custom-built order journey that turns buying brownies into sending a thoughtful gift - with all the postal logistics handled invisibly.
Pick Your Brownies
Six brownies, three flavours, any combination - a tactile picker with live box preview.
Write Your Message
Write your own, or let the built-in AI writer draft it. The note is printed on the card inside the box.
Choose a Friday
Custom date logic enforces the Tuesday noon cutoff and only ever offers valid Fridays.
Spread Some Good
An optional donation adds a free box for someone in the community who needs a lift.
Behind the scenes, every choice - flavours, gift message, delivery Friday, and donation - is attached to the Shopify order as structured attributes, so the kitchen gets everything it needs to bake, pack, and post without a single manual step.
No Message in Mind?
No Problem.
The message is the whole point of a Brownie Points box - but staring at a blank card is where gifts go to die. So we built an AI note writer straight into the order flow. Tell it who it's for, the occasion, the tone, and a detail or two, and it drafts a ready-to-send note that fits the card perfectly.
A Dedicated AI Service
A purpose-built note-generation service, running on its own infrastructure with rate limiting to keep it fast and fair.
Sized for the Card
Every generated note is checked against the gift card's character limit - no cut-off punchlines.
Personal, Not Generic
The recipient's name and real details go in, so the note reads like the sender wrote it on a good day.
Their First
Website.
Warm, playful, and unmistakably Brownie Points - a storefront that introduces the brand, tells the story, and sells the box, all in one scroll.
The Menu,
Made Digital.
Three flavours, each with its own personality on the page - clear allergen labelling included, because this brand is coeliac-owned and trust is everything.
Brown Butter & Sea Salt
Miso Caramel
Hazelnut Cream
The Reveal
The Message
The Details
The
Verdict.
Brownie Points went from no website to a complete digital storefront: a brand-led design that captures their playful identity, a bespoke gifting journey no template could offer - including an AI note writer for anyone staring at a blank card - and a headless Shopify checkout that handles the money securely. The postal logistics - Friday deliveries, Tuesday cutoffs, letterbox-sized boxes - are all encoded into the experience, so customers just pick, write, and send. Their first website didn't need to be a starting point to grow out of; it's the real thing from day one.
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