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Apparel That Does Good


Content Strategy, IA/UX, Design + Development


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A Reimagined eCommerce Experience for an Environmental Apparel Brand

The Background

Tentree is a lifestyle apparel brand on a mission to empower consumers to become stewards of the environment. For each item sold they plant ten trees and allow customers to track the impact through their tree registry site. The impact of tentree’s mission can be felt far and wide with over 40 million trees planted across 8 countries and the goal of planting 1 billion trees by 2030. 

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After going through a rebrand and repositioning, tentree approached Zehner to help them re-architect and redesign the commerce experience to better align with the new brand direction. As tentree expanded its tree planting program, it needed new site infrastructure that could scale and support a higher volume of content as they onboarded new tree projects.

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A Website Redesign + Tree Registry Rebuild

The Solution

Our role was to distill the new tentree messaging, positioning, and visual identity into a cohesive digital experience. We implemented an IA/UX refresh allowing for more intuitive navigation and wayfinding throughout the commerce and tree registry facets of the website. By weaving the tentree story throughout the website, customers know what to expect and how to engage with the tree planting program. 

We delivered a scalable content system using module features within Shopify that can adapt to tentree’s evolving needs as the brand grows. With more transparency around the global impact of a user's purchase, the process is transformed into a celebratory and emotional experience for customers.

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Buy One, Plant Ten Trees

Giving back

Tentree started as a carbon offset NPO and shifted into the apparel business to scale their tree-planting mission through a commerce model. To communicate the breadth of the tentree planting program, the projects landing page features rich imagery and editorial content broken into pages with more detail and in-depth stats by region.

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Tracking Your Trees

We revamped the registry landing page and logged-in user pages to provide visibility into the specific impact of each individual customer’s purchase. With every order customers receive a tree token with a unique code they can register to track their impact while also earning rewards. By allowing token registry, customers are invited to become active participants in the brand’s mission. 

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Optimizing the Mobile Experience

Tentree is driven by the belief that big change starts small. With entirely new branding and positioning, it was essential to weave the brand story throughout the mobile user experience.

We improved navigation and wayfinding for both desktop and mobile which supports higher brand consideration and builds trust, resulting in higher conversions.


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Our clients run the gamut from emerging startups to Fortune 500 companies. No matter where you’ve been or where you’re going, we can create the infrastructure necessary to support your team and your goals.