The premise
Organic mattresses had become a checklist category. Same certifications, same trial period, same warranty.
But Evaya had exclusive U.S. rights to EverEden wool from New Zealand. The thesis I settled on was honest luxury. Earn the premium by being more specific than anyone else.
The build
A three-tier product-family color architecture from a single attribute. A bespoke six-section flagship PDP. Reviews unedited, the spec sheet reframed as a material bill.
Every choice filtered through one question: more credible, or just more decorated?
The premise
Fellow Barber has a real claim on the modern barbershop revival, and a website that read like any shop opened last year. Booking, locations, and product had drifted into three unrelated experiences.
The build
One family, three distinct places. Locations got their own pages built like short histories, down to the room and the barbers in it. The Fellow Collection got its own front door instead of a tab. Twenty years of receipts, finally visible.
