PetalDriven.com
Two buyers, one catalogue
PetalDriven ships fresh-cut flowers overnight from farms across six continents, with no florist markup and no wholesale minimum. That opens the trade catalogue to brides and event hosts who have never bought a box of stems in their life.






01 — The challenge
A trade catalogue that also has to teach.
Hundreds of varieties, seasonal availability, stem counts and box quantities are second nature to a florist and completely opaque to a bride planning her own centrepieces. Sell to only one of them and the store loses half its market; sell to both badly and the catalogue becomes noise.
Layer on the practical constraints of perishable stock — what is in season, what is sold out, what ships overnight — and browsing has to stay simple while the underlying inventory keeps moving.
The same box of stems has to read as trade supply to one buyer and a wedding project to the other.
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6
Continents the catalogue sources from
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0
Wholesale minimum required to order
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2
Distinct buyer journeys served by one catalogue



02 — Our approach
Let people shop by colour and occasion, not by trade vocabulary.
The homepage opens with what is in stock right now, then hands over two beginner-friendly entry points: a full colour palette selector and a top-categories grid built on the things people actually search for — roses, peonies, eucalyptus, hydrangea, garlands, summer wedding flowers.
For the DIY buyer we merchandised PetalKits: pre-curated assortments with the focal flowers, filler and greenery already balanced, so a first-time buyer can order a wedding look without knowing a single variety name. Bulk Flowers and Specials serve the other end — box quantities and discounted farm-partner stock for buyers who know exactly what they want.
Trade buyers get their own lane through the Driven Designers programme page: application form, wholesale portal credentials, live farm inventory, priority access and free overnight shipping, all explained before the sign-up rather than after it. Around all of it sits the reassurance layer a perishable purchase needs — the guarantee page, the sourcing story and real customer reviews.
More on this work: Shopify Development · Web Design · Web Development.




colour before vocabulary
A palette selector and category grid
replace the search bar.
The homepage starts with live in-stock inventory, then splits into two paths: a colour palette that lets someone browse by blush or coral without knowing cultivar names, and a top-categories grid built on the six things people type into Google—roses, peonies, eucalyptus, hydrangea, garlands, summer wedding flowers.













03 — The results
The same box of stems now reads as trade supply or wedding project.
PetalKits give the DIY bride pre-curated assortments with focal stems, filler and greenery already balanced, so she can order a look without speaking florist. Bulk Flowers and Specials serve the trade buyer who orders by the box and knows exactly what she needs.
The Driven Designers programme page explains wholesale portal access, live farm inventory, priority shipping and the application process before sign-up. The guarantee page, sourcing story and review wall sit around the catalogue so a perishable purchase feels less risky.
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