bumwell — Brand Strategy, Immersive Web, Headless Commerce, Content
- Client
- bumwell
- Services
- Brand Strategy · Immersive Web · Headless Commerce · Content
- Year
- 2022 – Ongoing
- Site
- bumwell.de
bumwell isn't a client. It's ours.
We formulated the product, named the brand, shot the campaign, and engineered the storefront. We built the whole thing with our own money on the line — which is exactly what makes it the clearest proof of what we do for everyone else.
Baby care that doesn't look like medicine. We built bumwell to feel like a memory: warm, editorial, tender, never a pharmacy shelf.
bumwell rests on a real botanical story. The soothing tannins of oak bark and black tea, the kind of remedy a midwife passes on. We turned that substance into an identity: a warm, sandy palette, fine botanical linework, and photography that reads like a memory.
Name, voice, packaging, art direction. All of it came out of one studio, with no handoffs and no diluted vision. The brand looks like it belongs on a nightstand, not in a medicine cabinet.
The build
Headless commerce, dressed as an editorial magazine.
We built bumwell's storefront headless, with an Astro frontend in front of Shopify and Strapi as the content layer. The Ratgeber and the product pages share one continuous space, so reading and buying never feel like two different websites. Performance was the brief, not an afterthought. The store loads fast on a phone in a nursery at 3 a.m. Small moments of craft reward the people who notice — add a product to the bag and a tiny bottle tips into the cart with a hand-drawn SVG flourish.
- Astro frontend
- Headless Shopify commerce
- Strapi headless CMS
- Performance-first, mobile-first
- Klaviyo lifecycle email & flows
- Bottle-into-buy-button microinteraction (SVG)
Four years in, the shop still sells two products and three bundles. The Ratgeber around them runs five pillar guides with thirteen articles beneath them, which is how most people find bumwell long before they are ready to buy anything. Keeping the catalogue that narrow is a positioning decision, and this is where we get to test one with our own money.
We've run bumwell since 2022, and we still do. It's the brand we point to when someone asks what we'd do with full control.
Tell us about your project
Let's build something exceptional.
One call, 30 minutes, and you'll know whether we can actually help. If the answer is no, we usually know who's a better fit.
