Fiddlehead Puzzleworks is a one room shop in Bellows Falls, Vermont, run by a cabinetmaker who got tired of building kitchens. She mounts a printed image on quarter inch cherry plywood, cuts every piece on a scroll saw by hand, and hides a dozen whimsy pieces shaped like ferns and beetles in each puzzle. The store sells one puzzle at a time.
Who this theme is for
A workshop that makes a small number of expensive things by hand: puzzles, board games, wooden toys, carving kits, anything where the buyer needs to understand the labor before the price stops looking strange. The page gives the material and process facts their own block near the top, and it leaves the product photograph uncropped rather than forcing it into a square tile, because the detail in the cut is the thing being sold.
What was decided in the brief
The style is Garden Organic on the forest green variant. The niche photography is pale and shot close, so the green has to come from the interface: it carries the underline on the buy link, the rule above each section heading, the numerals in the process list and the active state on the FAQ. The hero is contained rather than full bleed, which keeps a 164 dollar price and a three day build time on the same screen as the image instead of below the fold. Buttons are underlines rather than filled blocks, because a filled block reads as a supermarket and this shop is not one.