Purpose Effective performance of a direct ethanol fuel cell (FC) stack depends on the satisfactory operation of its individual cells where it is always challenging to manage the temperature gradient, water flow and distribution of reactants. In that, the design of the bipolar fuel flow path plate plays a vital role in achieving the aforementioned parameters. Further, the bipolar plates contribute 80% of the weight and 30%–40% of its total cost. Aim of this study is to enhance the efficiency of fuel to energy conversion and to minimize the overall cost of production. Design/methodology/approach The authors have specifically designed, simulated and fabricated a standard 2.5 × 2.5 cm2 active area proton exchange membrane (PEM) FC flow path plate to study the performance by varying the flow fields in a single ladder, double ladder and interdigitated and varying channel geometries, namely, half curve, triangle and rectangle. Findings Using the 3D PEMFC model and visualizing the physical and electrochemical processes occurring during the operation of the FCs resulted in a better-performing flow path plate design. It is fabricated by using additive manufacturing technology. In addition, the assembly of the full cell with the designed flow path plate shows about an 11.44% reduction in total weight, which has a significant bearing on its total cost as well as specific energy density in the stack cell. Originality/value Simultaneous optimization of multiple flow path parameters being carried out for better performance is the hallmark of this study which resulted in enhanced energy density and reduced cost of device production.