At Z Square Studio, we are constantly exploring the intersection of exceptional design, innovative marketing, and effective e-commerce strategies. Our goal is to identify companies that stand out not only for their products but also for the way they present themselves online, engage with customers, and build lasting brands.
We take these insights and turn them into comprehensive case studies that highlight what works, why it works, and how businesses — especially design-driven brands — can learn from them.
In this case study, we turn the spotlight on Firebelly Tea, a premium loose-leaf tea and steepware brand, to examine how thoughtful design, strategic marketing, and a seamless Shopify e-commerce platform have combined to create a standout brand experience.
Introduction
Founded in late 2021 by David Segal (co-founder of DAVIDsTEA) and Harley Finkelstein (President of Shopify), Firebelly Tea set out to redefine the modern tea experience. Their mission is simple: to deliver 100% real ingredients, compostable packaging, and modern tea accessories that blend functionality with design.
According to an insightful feature on Vice, Firebelly Tea represents a movement toward thoughtful consumerism — one where the product, packaging, and experience are equally refined.
Business Challenges & Goals
Launching in the competitive tea and wellness market, Firebelly Tea faced several challenges:
Differentiating in a saturated loose-leaf tea space
Creating a design-driven brand identity that reflects quality and modern aesthetics
Building a direct-to-consumer Shopify store optimized for both one-time and subscription purchases
Reducing customer acquisition costs while improving retention
As noted in a Shopify Case Study, the team recognized the need for a platform that could scale fast, integrate marketing channels, and maintain a premium customer experience.
Strategy & Implementation
Platform & Setup
Firebelly Tea built its store on Shopify — a natural choice given the co-founder’s connection to the platform. They integrated Ordergroove to power subscriptions and recurring orders, encouraging customers to turn their tea ritual into a daily habit.
Branding & Design
Firebelly’s visual identity is sleek, minimal, and vibrant — with carefully chosen color palettes and typography that evoke freshness and calm. The packaging design and steepware collection reinforce the brand’s premium feel.
Their website categorizes teas by benefits (“Fuel your day,” “Relax into rest,” “Balance from within”), allowing design and UX to work hand-in-hand in guiding user decisions.
UX & Marketing Tactics
Firebelly optimized its conversion funnel with creative marketing experiments. Partnering with Alia, they redesigned their pop-up and email capture flow — resulting in a 2.2× increase in sign-ups and over $13,000 in additional revenue.
They also used Shopify’s Shop Campaigns, a pay-per-purchase acquisition model, to boost performance. According to Shopify, this switch halved their customer acquisition cost (CAC) and doubled return on ad spend (ROAS).
Finally, through product bundling, Firebelly created “starter kits” and “tea & steepware sets” to increase average order value (AOV) and promote the full ecosystem of their brand.
Results
2.2× increase in new email sign-ups and $13K+ incremental revenue, thanks to their partnership with Alia.
50% reduction in customer acquisition costs (CAC) through Shopify’s Shop Campaigns.
2× higher ROAS compared to traditional ad campaigns.
Recurring revenue growth via Ordergroove, helping increase customer lifetime value.
Brand recognition built around modern design and sustainability, supported by consistent storytelling and packaging.
Why It Worked
Distinct Positioning — Firebelly fused premium tea with modern design, giving them an edge in a crowded market.
Seamless UX — Shopify’s intuitive checkout and subscription features simplified customer journeys.
Data-Driven Optimization — A/B testing pop-ups, marketing flows, and campaigns created measurable growth.
Strong Visual Identity — Consistent branding across packaging, website, and accessories built brand loyalty.
Smart Bundling Strategy — Product kits elevated perceived value and drove higher AOV.
Lessons for Design-Driven Brands
Invest in brand experience early. Cohesive design elevates perceived quality and trust.
Offer subscription options. They reduce churn and foster routine purchasing behavior.
Use native marketing tools. Shopify’s built-in campaigns simplify acquisition and improve returns.
Design for storytelling. Each page and product should visually reinforce your brand’s core narrative.
Combine function with form. Great design isn’t just beautiful — it performs.
Conclusion
Firebelly Tea demonstrates how a design-driven Shopify brand can thrive by combining aesthetics, strategy, and technology. Their success isn’t just about selling tea — it’s about crafting an experience that engages the senses and builds loyalty.
At Z Square Studio, we believe that great design fuels great business. By studying examples like Firebelly Tea, we help brands understand how creativity, functionality, and marketing synergy can transform e-commerce performance.
About Z Square Studio
At Z Square Studio, we are not just a design and marketing studio; we are a team of passionate creatives dedicated to delivering excellence in every project we undertake. Our journey is fueled by the desire to transform ideas into visual masterpieces, captivating digital experiences, and effective marketing strategies. With a firm belief that excellence is not just a goal, but a standard, we redefine the realms of graphic design, web design, and digital marketing.
Graphic Design: Elevating Visual Communication
Our graphic design services go beyond aesthetics. We understand that design is a powerful language that speaks to your audience on a profound level. From brand identity to promotional materials, we craft visuals that resonate with your brand’s essence. Our commitment to excellence drives us to meticulously create designs that are not only visually appealing but also convey messages with impact. With a blend of creativity and strategic thinking, we transform concepts into designs that leave a lasting impression.
Web Design and Development: Crafting Digital Experiences
In the digital age, your website is often the first point of contact with your audience. Our web design services are centered around creating user-centric experiences that seamlessly blend aesthetics with functionality. Excellence in web design means striking the perfect balance between captivating visuals, intuitive navigation, and responsive performance. Whether it’s a sleek portfolio, an e-commerce platform, or a corporate website, we infuse excellence into every pixel to ensure your online presence leaves an indelible mark.
Digital Marketing: Strategies That Shine
Digital marketing is more than just boosting visibility; it’s about creating connections. Our digital marketing services are driven by a commitment to excellence in strategy and execution. We develop tailored campaigns that not only drive traffic but also engage and convert. From SEO and social media marketing to content creation and analytics, our approach is rooted in staying ahead of the digital curve. We believe that excellence in digital marketing lies in the ability to adapt, innovate, and consistently deliver results.
Where Excellence Is the Cornerstone
At Z Square Studio, excellence is not an option – it’s a cornerstone of everything we do. Our passion for design, web development, and digital marketing is matched only by our dedication to exceeding expectations. Every project we undertake is a canvas for us to showcase our commitment to excellence, pushing boundaries and crafting solutions that stand out in a crowded digital landscape. When you partner with Z Square Studio, you’re not just getting services; you’re getting a promise of excellence that goes beyond the ordinary, turning your vision into a reality that resonates and engages.