Break the Wire
Clearer product storytelling. Stronger premium positioning.
The brief
Break the Wire makes products with a real story behind them, but the existing site led with discount codes and stock imagery. Premium customers couldn't tell what they were buying or why it cost what it cost.
The challenge
Conversion was happening on price, not on product story. Repeat purchase rate was low. The brand was being trained to compete on margin instead of meaning.
The approach
- 01Moved the founder's story into the second screen, not the about page.
- 02Product detail pages rebuilt around materials, process, and provenance.
- 03Removed all percentage-off urgency tactics from the homepage.
- 04Introduced a quiet, slow-paced motion language to match price point.
The outcome
Numbers from the first 90 days post-launch.
0%
Average order value
0.0x
Repeat purchase rate
0%
Refund / return rate
“It stopped feeling like a shop and started feeling like a brand. Customers tell us the site is part of why they came back.”
Break the Wire
How we ran it
Four phases. Same as every Revive engagement.
01
Audit
Funnel review across product, cart, checkout. Customer survey on perceived value.
02
Direction
Two redesign directions in 48 hours; chosen direction built around story-first hierarchy.
03
Build
Shopify front-end rebuild keeping existing CMS. Minimal back-end disruption.
04
Hand-off
Section-level theme controls so brand can edit without touching code.
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