A new brand identity and Shopify storefront that gave a scrappy grooming startup a premium look — and a store built to convert.
The work, at a glance
The problem
GoGo Grooming had a strong product line but a template storefront that looked like every other Shopify shop. Their identity was inconsistent across packaging, ads, and web — so nothing felt premium, and shoppers dropped off before adding to cart.
The challenge: build a distinctive brand and rebuild the storefront around it, without a big-brand budget and inside a tight launch window.
Constraints: Shopify platform, existing product photography, founder-led decisions, and a tight launch window.
Success looked like: a cohesive brand and a store that turned more visitors into buyers.
The process
Mapped the competitive set and ran a quick teardown of the existing funnel. The insight that shaped everything: shoppers didn't trust the store enough to reach checkout — the visuals undercut the product's quality.
Built a confident identity — logo, type, color, and packaging direction — designed to read as premium at thumbnail size on ads and PDPs.
Redesigned the home, collection, and product pages around a cleaner hierarchy — one clear CTA per screen, social proof above the fold, and faster paths to cart.
Validated the new flow with a handful of target shoppers, tightened the checkout path, then handed off a documented Shopify theme and UI kit.
Selected screens
Reflection
The brand and the store finally tell one story — which is the whole point of hiring a designer who does both. If I revisited it, I'd invest earlier in product photography, since it's the one thing outside a designer's control that most affects conversion.
This is exactly the kind of brand-and-build project I take on most. Tell me what you're launching.