Nanami Website Design & Build

Custom Shopify themecoded from scratch (no page builder)

Digital recipe storefrontsecure previews & instant downloads

Meet Nanami.

Nanami is the online home for pastry chef Anna Yoong, where her signature recipes, techniques, and finishing tips are sold directly to home bakers and professionals.

Anna needed a site that feels boutique and editorial, but functions like a robust digital product store, making it effortless for customers to preview, purchase, and download recipes (and optionally access members-only content) without friction.

The initial challenge.

Turning Anna Yoong’s content-led brand into a premium digital-product storefront meant doing three things at once: preserve the editorial, boutique feel; deliver files instantly and reliably worldwide; and protect premium content so “previews” entice without leaking the full method.

The site had to present recipes in a way serious bakers trust clear difficulty, tools, timing, and outcome yet keep the core technique gated until purchase. Operationally, that required an account-level library for re-downloads, expiring links to reduce sharing, and elegant handling of multi-file products (PDFs, video, templates). Commercially, we needed bundles and collaborations to raise AOV, plus a roadmap for memberships (tiers unlocking exclusive drops, office-hours/Q&A, or seasonal classes) without pulling in page-builder bloat that slows mobile.

Benefits of Website

The SEO brief was tricky: win discovery for “pâtisserie technique” and recipe themes without exposing the method on-page; the teaser must be indexable, but the instructions must remain behind checkout. From a governance standpoint, we wanted a publishing flow Anna’s team could use drop a new recipe, set price, attach files, define teaser blocks without developer tickets, and with analytics that show view → add-to-cart → purchase by collection, tag, and campaign.

Finally, everything had to meet Core Web Vitals on mobile (LCP/CLS/INP), integrate cleanly with Shopify Payments and tax/VAT rules for digital goods, and minimize support overhead with clear emails, downloads that “just work,” and a help pattern that answers common questions before they become tickets.

We also needed practical edge-case handling failed downloads, partial refunds for mistaken purchases, and GDPR-friendly consent for analytics plus optional multi-currency support so international buyers see consistent pricing and checkout behaviour.

Our solutions.

We built a lightweight custom Shopify theme from scratch so performance and control come first: semantic HTML, minimal hydration, defer/async for non-critical scripts, responsive image sets, WebP fallbacks, and stabilized containers to tame CLS. The product template was engineered for digital recipes: an editorial teaser (hero photography, difficulty, tools, outcomes, FAQ, reviews) that tells a convincing story, while the full method and step media remain locked until purchase. Delivery uses secure, expiring links and an account library where customers can re-download anytime; link throttles and fingerprinted file names discourage casual sharing without burdening genuine buyers.

Content is structured with Shopify metafields so editors attach files, preview images, ingredient highlights, allergen notes, and skill tags in one pass; collections are organized by technique and category (e.g., choux, entremets, masterclasses) with curated filters and cross-links to keep exploration tight. We implemented bundles and tasteful post-purchase upsells to lift AOV, and laid a membership-ready gate using customer tags and conditional sections (so tiers can unlock exclusive drops later without a theme rewrite). Checkout includes an unobtrusive license/usage consent and digital-goods email templates that set expectations and reduce support.

For operations, we added graceful failure paths (auto re-issue links, rate-limited retries), sensible refund messaging, and optional multi-currency with rounding rules for a consistent price experience.

For measurement, GA4 via GTM tracks view_item, add_to_cart, begin_checkout, purchase, plus teaser interactions and account-library downloads; UTM and click-ID persistence ties campaigns to revenue and cohorts. On the SEO side, we kept clean URLs, purposeful internal links from stories to recipe products, and consistent Product/FAQ/Organization schema; for recipes we surface a HowTo summary in the teaser (ingredients/skill context only) so Google sees topical relevance without revealing steps. Accessibility and editorial polish were non-negotiable focus states, alt text, logical headings so the premium feel extends to usability.

Finally, we set lightweight performance budgets in the build pipeline and a content-publishing checklist (image dimensions, teaser length, related links) so every new drop ships fast, search-ready, and secure delivering that boutique, chef-led experience while making digital sales feel effortless.

Editorial look with shop-grade speedFrictionless purchase → instant download → easy re-downloadBuilt-in paths for bundles, collabs, and memberships

Want a beautiful store that sells digital content effortlessly? Talk to PaperCut Collective.