A craft brand's site, rebuilt from the ground up, and the phone agent that answers it

Three pieces of work, one client

The first site. We built Flora & Flame’s first site on a page builder. It was the right call at the time: the brand needed an age gate, strain pages, a store locator, merch, a journal, and wholesale contact online quickly, with edits the team could make without a developer. It carried the brand until the rebuild launched.

The phone agent is live. Flora & Flame’s line is answered by an AI voice agent we built on Vapi. It handles the questions that used to interrupt the team all day and passes the calls that matter to a person.

The rebuild is live. The brand grew faster than the builder could follow. The replacement, shown above, now runs floraandflameca.com.

The phone agent

A cannabis brand gets a lot of calls that are not sales calls: where to buy, what is in stock, hours, whether a product is available in a given city. Each one pulled someone off real work. The agent answers all of them, in a voice and script written for the brand, and it knows when a call is not its job.

• Every call answered, day or night, with no hold music and no voicemail.
• Store, product, and hours questions handled from the brand’s own information, so the answers match what is on the site.
• Wholesale inquiries transferred live to the sales team. A dispensary buyer never talks to a robot for long; the agent qualifies the call and hands it over.
• Built on Vapi, a voice AI platform, with the conversation design, business logic, and transfer rules written by us. Using a platform for the telephony meant the agent was live in days, not months, and the brand pays a small per-minute cost rather than a build from scratch.

We do not quote call volumes or resolution rates here because those belong to the client. What we can say is that it has been in production, on a real phone number, handling real customers.

Why replace a site that worked

The builder site did its job but looked like a builder site: centered hero, card grids, stock composition. The brand had grown much stronger than that. It grows award-winning flower in living soil, and it has a real point of view about both culture and cultivation science. A builder could not express that, and it could not hit the speed and search scores a custom build can.

What the rebuild includes

• Every existing URL preserved. Every page from the old site moved to the same address, so search rankings and existing links survived the switch. Content was extracted from the old builder’s page data rather than retyped, which keeps it accurate.
• A new visual direction. The first version we built was rejected, fairly, as “pretty much the same thing” with more motion. The second starts from composition instead: poster-scale type, the crest bleeding off the hero, monospace specimen labels and figure captions, a hairline lab grid, and gold-duotone photography. Streetwear on the surface, science underneath.
• Strains as specimens. Each strain gets a specimen-style card with its data laid out like a lab sheet, not a product tile.
• Merch without a store platform. Products sell through Stripe Payment Links, one per variant. No monthly e-commerce fee for a small catalog.
• Motion that holds up. Scroll-driven scenes are tested with an automated scroll script that screenshots each scene and checks for console errors and layout overflow.

Measured on the live site

Tested on the live site in October 2026, Lighthouse mobile scored 100 for accessibility, best practices, and SEO on every page we checked. Performance ranged from 65 on the store locator to 90.

What we learned

Starting on a builder was not a mistake. It got the brand online quickly, and the content it collected fed straight into the rebuild. The phone agent taught us the same lesson from the other side: a platform plus careful conversation design beats a custom build when the hard part is the script, not the plumbing. The lesson is knowing when to move on. The second lesson came from our own rejected first draft: adding animation to the same photos in the same layout still reads as the same site. A rebuild has to change composition, type scale, and image treatment first. Motion comes last.

Screenshot of the Flora & Flame website shown with the client’s permission. Their name and branding belong to them.