The opening frame is people outdoors using the product, not the product on its own.
case study / lemmel kaffe
Lemmel
Sell the fire, then sell the bag.
Coffee boiled over an open fire is a habit, not a product category. The site has to sell the ritual before it sells the bag — and it has to do that in more than one language without quietly turning into two sites competing for the same readers.
the storefront, top to bottom.
Lifestyle photography, the shop, the brewing guide and the brand's own logbook run in one sequence.
A brewing guide sits in the main navigation, next to the shop rather than buried in a blog.
Language and currency switch together, and hreflang keeps each locale indexed separately.
responsive system
the same ritual, at phone width.
The secondary navigation strip that sits under the hero on desktop becomes the primary route on mobile. The wordmark stays, the photography stays full-bleed, and the shop is one tap from the top of the page.
notes on multilingual storefronts.
Selling in more than one language is where small storefronts quietly lose their search traffic. The pages exist, they are translated, and then they compete with each other because nothing tells a search engine which version belongs to which reader. The fix is mechanical, and it is much cheaper on day one than in year two.
reciprocal hreflang.
Every language version points at every other one, including itself, and one of them carries x-default. Tags that are not reciprocal are ignored outright.
Each locale also gets its own self-referencing canonical. Canonicalising one language to another is the most common way a translated site deletes itself from search results.
currency and language are two switches.
A reader in Germany may want Swedish text and prices in euro. Treating locale and currency as one control forces a choice nobody wants to make.
Splitting them costs a little more work in the cart and removes a real reason to abandon it.
photograph the use, not the object.
A climber on rock. A fire beside a river at dusk. The product appears where it is used, which is what an outdoor brand is actually selling.
It also builds a library of editorial images that work as well in an article as on a product page — one shoot, two jobs.
draw the type.
Two self-hosted faces — a script wordmark and a rough uppercase text face — carry the whole identity, wired through CSS custom properties rather than hard-coded at each use.
Custom type is the one branding asset a competitor cannot acquire by buying the same theme, and serving it as woff2 keeps it quick and keeps rendering under the brand's control.
a guide is a traffic asset.
A brewing guide in the primary navigation answers the question people actually type — how to make this kind of coffee — rather than the question the shop wants them to ask.
How-to content is also the format AI answer engines quote most readily, because it is structured, specific and useful on its own.
selling in more than one language?
Tell us which markets.
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