Bombay Fromagerie. Seven collections, three business lines, two certified cheesemongers. One Shopify store that earns the premium before the add-to-cart.
Client
Bombay Fromagerie
Year
2024
Scope of Work
Bombay Fromagerie is Mumbai's only specialty cheese and wine destination. The store carries seven product collections across cheese, charcuterie, crackers, wine, and accompaniments, all sourced with a focus on artisanal production. The team includes two cheesemongers certified by the International Cheese Guild, which is the credential that separates them from a generic deli counter.
The brief
The v1 store was functional but generic. There was no visual language for the cheese-first positioning, no page for the in-person experiences business, and no structured way to present the three service lines (retail, experiences, consulting) that the brand runs in parallel. The store looked like a template. The brand doesn't.
We rebuilt on a new theme with custom Liquid sections across all four service lines. The homepage runs a full editorial treatment: hero, product carousel, brand story, featured collections, and a mission section before the footer. The Our Offerings page was built from scratch to present retail, experiences, and consulting in one structured layout. A dedicated Experiences page handles event bookings and the in-person side of the brand.
The store launched in 2024 and was refined through 2025. One thing I'd do differently: build the cheese education content as its own page from the start. The pairing guides and origin stories are strong, and they're currently buried in product descriptions where most visitors never find them.
A homepage that earns the premium.
The v1 store opened with a stock-style hero and no visual identity for the brand. Nothing about it communicated specialty cheese, Mumbai, or the two certified cheesemongers behind it. The redesign leads with BF's own photography: a full-bleed editorial hero that establishes the brand before the customer scrolls. Cream ground, restrained type treatment, direct CTA that doesn't compete with the image.
Seven collections. One coherent browsing experience.
The v1 product layout had no editorial curation: items lived in a flat grid with no collection-level identity. The redesign introduces a homepage product carousel that groups by collection and exposes the full range (cheese, charcuterie, crackers, wine, accompaniments) without requiring navigation away from the homepage. Each collection has its own entry point and its own visual treatment.
Three service lines. One homepage that routes to all three.
Bombay Fromagerie is not just a shop. The business runs retail, in-person experiences, and consulting in parallel. The old homepage had no way to surface this: all three looked like afterthoughts or weren't visible at all. A dedicated mid-scroll section introduces the three lines with direct links to the Offerings page, built to route the right customer to the right funnel before they leave.
The credential before the cart.
Two certified cheesemongers, trained through the International Cheese Guild, is the fact that separates BF from a boutique deli. The homepage surfaces this in a mission section before the footer: the founders' story, the certification, and the philosophy behind the sourcing. The copy doesn't lead with passion, it leads with proof. Customers who read this section have a reason to trust the price before they add to cart.
Collections built to be shopped by occasion, not just by category.
The shop carries seven distinct collections: soft and fresh, aged and hard, blue, charcuterie, crackers, wine, and cheese boxes. The collections page tiles these with editorial photography and a consistent card format: image, collection name, product count. No filter UI was needed because the taxonomy was clean enough to navigate without one.
One page for retail, experiences, and consulting.
The Offerings page didn't exist in v1. It was a net-new build: three columns for the three service lines, each with its own description, call to action, and visual treatment. Retail links to the shop. Experiences links to the bookings page. Consulting opens a contact flow. The three-column layout keeps the comparison readable on desktop without requiring a dropdown or accordion.
An Experiences page. Custom built. Not a repurposed product page.
In-person cheese tastings and wine pairing events are a significant revenue line for BF. The v1 store had no dedicated page for this at all: events were either unlinked or buried in blog posts. The Experiences page was built from scratch in custom Liquid: an editorial hero, a description of what the events cover, and a clear booking call to action. The page is designed for customers who already know BF and are looking for a reason to come in.
The architecture before the Liquid.
The BF site is not a single-funnel store. Four distinct customer types (retail shopper, event guest, corporate client, media inquiry) need different paths from the same homepage. The site map was designed to branch these funnels cleanly from the nav: Shop, Our Offerings, and the Experiences page each serve a different intent. This diagram was the first artifact before any theme selection or Liquid was written.
Performance.
Shopify's default theme scripts add weight fast. The BF build was kept to two app installs and zero third-party chat widgets. Core Web Vitals were audited on the live store in October 2024.
