Last Crumb Gives Luxury Cookies a High-Performance Upgrade

Last Crumb is not your average cookie company. With a no-expense-spared approach to product and packaging, the LA-based brand treats cookies like couture. From dropping ultra-premium, limited-run batches to curating a loyal, hype-fueled community. But to match the energy of the product, the brand needed a site that could do more than just sell cookies.

The Story at a Glance

Challenge

Last Crumb came to VAAN looking to upgrade its digital experience. While the brand had built impressive hype and cult-favorite status, the site wasn’t delivering the performance needed to scale. The goal was to drive stronger conversion across key funnel metrics and create a high-touch membership experience that reflects the brand’s luxury ethos.

Solution

VAAN reimagined the site from the ground up, focusing on three key pillars: brand elevation, performance optimization, and membership integration. From a concierge-inspired shopping flow to a BYOB (Build Your Own Box) feature and gated access for members, every part of the redesign leaned into luxury with data-backed results to prove it.

Result

The post-launch impact was clear. Compared to the same period the previous year, Add to Cart rates jumped by 57%, and users were 89% more likely to begin checkout. Overall conversion rates increased by 7%, reaching 1.2% sitewide.

Meanwhile, the newly launched BYOB (Build Your Own Bundle) feature proved to be a high performer: shoppers in that flow showed a 31% higher conversion rate and a 41% higher Add to Cart rate compared to traditional PDPs.

“Your standards have been elevated and beautifully corrupted. Welcome to the upper crumb.”

Strategies & Results

Strategy

Every element of the site was designed to feel indulgent and intentional. Inspired by high fashion and luxury automotive, we developed a unique carousel product listing page, a custom concierge interface, and a drop-focused shopping journey. Each piece helped communicate rarity, quality, and exclusivity.

A Membership Model Worth the Wait

Welcome to the club. The new Recharge-powered membership system unlocks exclusive products, store credits, and discounts for approved members. It’s gated, curated, and perfectly on-brand, offering deeper loyalty without sacrificing exclusivity.

Build Your Own Box (BYOB)

One of the most impactful features, the new BYOB experience lets shoppers create their own curated cookie bundles. Designed for choice, personalization, and higher AOV, the tool gives users full control over their box, with conversion rates already outperforming traditional PDPs. A 31% higher conversion rate and 41% higher ATC rate compared to standard PDPs. Just another way Last Crumb puts control and indulgence in the hands of its fans.

Luxury PLP Carousel

Forget cookie-cutter grids. We built a custom carousel-style product listing page designed for high-impact storytelling, bringing each cookie to life like a limited-edition release.

Where Art Direction Meets Intent

From the moment you land on the new site, you know you're not in average-cookie territory. Elevated art direction meets conversion-first UX, designed to drive hype while keeping users focused on the drop, the bundle, or the membership funnel.

Results

The numbers speak for themselves. Add to Cart and Begin Checkout rates soared YoY, while overall conversion rate improved 7%, hitting 1.2% sitewide. The new BYOB flow outperformed traditional PDPs by a wide margin, with a 31% higher conversion rate and 41% higher ATC rate. With gated access, perks like store credit and exclusive cookies, Last Crumb now has a digital home as decadent as its cookies.