Folk Kombucha: Living kombucha from Copenhagen, and a store built to the last detail
Folk Kombucha brews unpasteurised kombucha in central Copenhagen, and its brand watches every letter. We took over their theme and built a loyalty programme, a new cart and a journal into it.
- Working together
- Since October 2025
- Platform
- Shopify
- Markets
- Denmark and the EU
- Theme
- Taken over from Webflow
- Our apps
Charm
Payflow
Project overview
Folk brews kombucha in a brewery in Copenhagen's Meatpacking District. Fermenting, bottling, lab testing and labels all happen in house. The site's identity is precise down to the shape of the letter R.
Someone else designed the theme in Webflow and exported it into Shopify. Texts and images were hard-coded, so founder Nina Parna needed a developer for every change.
Since October 2025 we have been their Shopify team. Every new part has to look as if it had always been there, and Nina has to be able to edit it herself.
New parts that look original
The contact page, the journal, the loyalty programme and the editions archive are Shopify 2.0 sections. Nina changes them in the theme editor.
Every new page follows the rules Folk uses everywhere: the blue, two typefaces, hairlines and labels in square brackets.
The Culture Collective
A loyalty programme on Charm that doesn't feel like a points scheme. Customers collect Cultures, grow from a starter culture to a mother culture, and get things from Folk's world instead of discounts.
A landing page that knows who is signed in
Visitors see how the programme works. Signed-in customers see their name and balance in square brackets, like the rest of the site.
The programme runs in Danish and English, customer account included.
Three tiers, named after stages of fermentation
Nina drew the medals herself. Each tier has its own culture in Folk colours.
Starter Culture
On sign-up. Cultures on every order and a birthday gift.
Active Culture
Earns 25% faster, a merch discount and a free delivery.
Mother Culture
Earns 50% faster, a bigger merch discount and a Liquid SCOBY.
Rewards are mostly merch, not discounts
A cap costs Folk a fraction of what it is worth to the customer, and it carries the brand further. A kombucha discount would teach people to wait for the next one.
Customers earn 5 Cultures for every 10 kr. Every reward is priced from that one rule.
Signing up, the newsletter and Instagram give 300 Cultures before any purchase. One 480 kr box of kombucha adds 240, and the first reward is there.
Cultures on the product and in the cart
The product page shows how many Cultures a product earns. The cart adds a prompt to sign in.
Referrals that reward both sides
The friend gets 50 kr off a first order. The referrer gets 250 Cultures once that order has stood for 30 days.
Fewer emails
Out of 18 automatic emails we kept the 5 that deliver something. The rest lives in the customer account and in Klaviyo.
“The app sits properly inside our storefront and reads as part of our brand rather than something bolted on, which mattered a lot to me. When we wanted the design tightened to match our identity, it was handled quickly and without fuss.”
A cart that says when the kombucha arrives
Instead of a date picker nobody could verify, the cart shows the real schedule. Danish orders placed by Wednesday 14:00 arrive on Friday, international ones ship with DSV.
The dates work themselves out every week in Copenhagen time and skip Danish public holidays. While rebuilding it we fixed a Remove button that did nothing, and quantities now update without a reload.
Shipping without blind spots
Before touching the cart, we went through the whole shipping setup.
All of Denmark
A customer in Taastrup could not order. The Shipmondo rules only applied to 5 to 8 items. Now every postcode can order.
The whole EU
Sweden was missing from the setup. We added it and checked every other country.
The right carrier names
Checkout shows Xpressen and DSV Xpress instead of the old DHL and Folk Delivery. Our app Payflow does the renaming.
A journal that reads like the rest of the site
The Learn blog has three article templates: image left, image right and text only. Articles read in a row never look the same.
Headings keep the H1 to H3 structure the SEO consultants asked for. Nina writes and publishes on her own.
Details that matter to Folk
Archive of seasonal editions
Sold-out limited editions roll across the screen. Nina adds a new one by picking the product.
A contact page with fermentation foam
A contact page with a foam video, built from Nina’s own design.
One typeface for site and newsletter
A new ABC Diatype release with bold weights. The Folk Journal newsletter in Klaviyo loads it from the site.
It started with search
Google showed old test pages. We cleaned them up, redirected them and added structured data for the main pages.
“I've worked with Jan and AppFleece a few times now after searching for the right partner to help with Shopify. They're not only fast, they communicate clearly throughout the process, and the work is always done properly. Highly recommended.”
Our apps in this store
The loyalty programme runs on our app Charm. Payflow renames the carriers at checkout.
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