Note: TEEZ is the name and identity I rebuilt this storefront under so it could be shown; the real client name is withheld. The engagement, the scope, and everything described below are real.
The real problem
My part was the Shopify theme, design, customization, and implementation, and then the day-to-day running of the store: promotions, bundles, adding and editing products, and solving whatever came up. On the theme side the goal was not aesthetic, it was a better shopping experience and a higher average order value.
I worked the visual language alongside the brand's designer: palettes, combinations, and above all image selection. That last part looks like the easy one and is not.
In intimacy and wellness the most obvious material is the riskiest. Framing the product around pleasure, or in explicitly erotic terms, can cost Google penalties across the blog, the product pages, and the landing pages, and any sentence reading like a medical promise about the ingredients is out. Imagery falls under the same filter.
So every photo was chosen to hold the erotic tone without crossing into explicit, and the templates to explain the product without promising anything: more room for context and education, less for the claim that would normally own the hero. The sections are reusable, so a new promotion or bundle goes up without disturbing that balance, which is the part that took the work.
Part of the catalog is hemp-derived, which adds a second set of rules that has nothing to do with tone. The store has to confirm the buyer is 21 before anything else loads, remember that answer instead of asking on every visit, and refuse to ship specific items to states where they are restricted without breaking the rest of the cart. Those states are part of the theme design: the age gate, the cart drawer, and a notice that names which item is the problem and why, rather than failing at checkout with no explanation.
Technologies
- Platform: Shopify
- Languages: Liquid, HTML, CSS, JavaScript
- Framework / CMS: Shopify OS 2.0, sections, schema, metafields
- Design tools: Figma
- Focus areas: Storefront UX, compliance-aware content, average order value, responsive implementation, store management
