Ancient Shepherds by Mark Poynton
The client: Ancient Shepherds
Ancient Shepherds
By Mark Poynton, Fen Ditton
When acclaimed chef Mark Poynton opened Ancient Shepherds in Fen Ditton, he wanted a digital presence that reflected his sustainable culinary philosophy.
QED web design was brought on board to design and develop a bespoke, performance-led website that balanced visual impact with low carbon output.
The result is a fast, elegant and environmentally conscious site that perfectly mirrors the restaurant’s values.
About the client
Michelin starred chef Mark Poynton
Ancient Shepherds by Mark Poynton is the latest restaurant from the Michelin-starred chef behind Caistor Hall and Alimentum in Cambridge.
The concept is refreshingly modern, a tasting menu-only experience that focuses on quality, staff wellbeing, and minimal waste.
Mark’s ethos blends culinary excellence with responsibility, and his website needed to communicate that balance of sophistication and sustainability.
Design brief from Mark Poynton
The Challenge - Ancient Shepherds
The project posed an interesting design and ecological challenge.
With a photography-rich concept, we needed to keep image quality high without compromising on performance or sustainability.
Additionally, the restaurant wanted a streamlined user experience; no clutter, no unnecessary clicks – just clear information, beautiful visuals, and an intuitive booking flow.
The live Google Map API also had to be integrated elegantly without slowing the site or adding excess page weight.
The Soluton
The Business Impact
Completed project
Key technical achievements include:
- Eco-optimised performance: 0.14g CO₂ per page load – far below the 2025 Green Michelin star average.
- Bespoke animated navigation: SVG and Font Awesome integration for lightweight, high-impact visuals.
- Next-generation image formats: Crisp imagery optimised for modern browsers.
- Full SSL and GA4 setup: Secure, data-driven infrastructure for continuous performance insights.
Business data
Performance evidence
Environmental &
Performance report
Let's build something that works
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