High Standards

Emerald Fields

Traffic surged 210% post-launch with enhanced search visibility and optimized content

Emerald Fields, a Schwazze brand, is a cannabis boutique with a focus on providing customers with premium but approachable customer experiences. The brand already had a strong identity that was well represented in their stores, but they were limited in their ability to showcase it on the web within the marketplace solutions they had been using. They wanted to be able to tell their brand story through their own website and create custom experiences for their visitors. Above The Fray was tasked with leveraging the work we had done for their sister brand, Star Buds Colorado, to create a custom website experience on the Jane Roots platform that communicated the essence of the Emerald Fields brand and positioned them for long term growth.

Website
emeraldfields.com
Platform
Jane Roots

The Challenge

Emerald Fields was operating within the constraints of marketplace platforms that didn’t allow for personalized branding, visual design, or custom copy. These marketplaces also didn’t give them access to all of the customer data that a traditional ecommerce platform would give them access to. They needed a site that would reflect their sophisticated cannaboutique identity and give them full ownership of their customer data to drive marketing and engagement efforts. To make matters more challenging, Emerald Fields wanted their new site to be live in time for 4/20, giving Above The Fray just four months to design, develop, and launch the site.

Services
• UX Strategy
• Brand Integration
• UI Design
• SEO Focused Copywriting
• Engineering Oversight

The Solution

To meet their tight deadline, we started with the flexible Jane Roots template we had built for their sister brand, Star Buds Colorado, and customized the design to match Emerald Fields’ modern, clean, feminine aesthetic. We wrote optimized SEO copy for key pages and tailored the voice and tone to embody the premium but approachable brand. Our team also provided engineering oversight throughout the build, including systems integration with Algolia to deliver fast, intuitive product search and Alpine IQ to power loyalty rewards and personalized marketing.

Project Highlights

The Emerald Fields site was an evolution of the template we built for Star Buds Colorado. Being able to repurpose that template allowed us to meet their tight 4/20 deadline while still delivering a fresh, custom digital experience.

Age Gate

To comply with cannabis sales regulations, we implemented an age gate to ensure that all site visitors are at least 21 years old and agree to the company terms and conditions as well as Emerald Fields’ privacy policy.

Built For Mobile

The majority of Emerald Fields site visitors were accessing the site from their phones, so we designed the template with them in mind featuring product blocks that were easy to swipe through to find what they were looking for.

Dispensary Locator

Because orders would only be available for pickup, it was important for site visitors to be able to find their nearest Emerald Fields cannaboutique location so they could place their order at the right location. We embedded a Google Map with pins of all of their six locations and added the option to search by city, state or zip code.

Brand Voice

We built out fresh copy that aligned with Emerald Fields’ brand voice—premium but approachable, intelligent but inclusive. Every piece of content was designed to welcome both first-time shoppers and cannabis connoisseurs, ensuring that the site felt as inviting and knowledgeable as their in-store team.

The Results

increase traffic post-launch, fueled by improved search visibility 

Launched in under 4 months, meeting the 4/20 deadline

Full ownership of the customer journey, moving away from restrictive marketplace platforms to a custom site with control over branding, data, and loyalty programs

Stronger foundation for long-term growth with modern design and scalable integrations

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