From Orchard to Online
Hayden and Tess Little, owners of Pure Organic, partnered with RAZOR to establish a strong online presence for their organic cherry business.
Nestled along the shores of Lake Dunstan in Cromwell, Central Otago, Pure Organic’s 11-hectare orchard yields premium cherries grown using organic practices. With sustainability and quality as their core values, Hayden and Tess envisioned a brand and website that would reflect their ethos and connect with both direct-to-consumer and corporate markets, particularly for festive gifting seasons.
RAZOR’s task was to create a Shopify website that showcases Pure Organic’s premium cherries while also designing a cohesive brand identity - complete with a logo, packaging, and brand assets - to reflect their natural philosophy and set them apart in a competitive industry.
The Website:
First-Time Online Presence: As a new e-commerce venture, the website needed to simplify order management, shipping logistics, and provide a seamless user experience.
Brand Differentiation: Competing in the crowded cherry market meant the brand needed to stand out while authentically representing its premium quality and sustainability values.
Seasonal Urgency: With cherries only available during the short December-January harvest season, the site had to create urgency and encourage pre-orders to efficiently capture demand.
The Brand:
Rustic Orchard Charm: Drawing inspiration from the Central Otago environment, this approach emphasised natural elements like cherry blossoms and earthy tones to convey a sense of artisanal craftsmanship and connection to the land.
Minimalist Elegance: A contemporary, refined design language was used to highlight the cherries as a luxury product. Clean lines, modern typography, and a softer natural colour palette communicates simplicity, wellness, and sophistication.
"It has been a pleasure working with the whole team at Razor, there was never a problem with any tasks or requests.We believe the website and branding is exceptional and has given us a competitive advantage above others."
Hayden Little - Managing Director
Pure Organic Cherries
The resulting brand strikes a harmonious middle ground, combining the warmth of a handcrafted aesthetic with the sleekness of modern minimalism.
Inspired by similar designs, the website balances clean, spacious layouts with vibrant cherry imagery, capturing the freshness and quality of the product. Key sections, like Shop Our Cherries and Festive Gifts, highlight the product range and seasonal offerings with visually engaging designs.
Integrated with Starshipit and NZ Couriers ensures smooth order processing and reliable delivery, providing a hassle-free experience from purchase to doorstep. The addition of pre-order functionality conveys the time-sensitive nature of cherry sales as well.
Finally, the site features rich storytelling on the About Us page, showcasing Hayden and Tess’s values, family-driven operations, and commitment to sustainability. Informative pages, like Our Cherries and FAQs guide customers toward making informed purchasing decisions.
Since its launch, the website has firmly positioned Pure Organic as a leader in organic cherry sales in New Zealand. It blends aesthetics and functionality to create a seamless shopping experience that aligns with the brand’s values, pleasing customers and setting the stage of continued growth.
