+41%
Average order value
North & Pine — storefront rebrand
Capability example — not a Datalynlabs client. Shown to demonstrate craft and process, not to imply a client relationship.
A seven-year-old outerwear brand with a cult following and a storefront built for a much smaller version of itself. We rebranded around what loyal customers actually said — and rebuilt the store to match.
−18%
Return rate
7 wk
Total engagement
N&P
The brief.
The founders were tired of being mistaken for a competitor three times their size. We were asked to sharpen the brand voice and rebuild the Shopify storefront to support a higher-priced collection launching in the fall.
What we did.
Interviewed thirty repeat customers before writing a single word of copy. Rewrote the PDP template to lead with field-wear and finish with materials — the order customers actually read in.
Rebuilt the cart to cross-sell based on kit, not category. Shipped a new identity system the in-house team owns in Figma.
Outcome.
AOV up 41% inside a quarter on the same traffic mix. Return rate dropped 18%. The fall collection sold through in six weeks.
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