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Ecommerce SystemsE-commerceD2C

Consumer Goods / CBD, Delta-8 & Delta-9, Medical Cannabis

Strike Storefront: Design, Theme and Migration

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The Problem

The brand had an identity but no store, an eight-line catalog with no consistent structure, and a duty to keep a verifiable lab certificate on every product. Later, the payment processors that will take this category turned out to be incompatible with Shopify checkout.

The Solution

A published store under ongoing maintenance, with reusable strain filtering across every line and a working COA system. The migration to WooCommerce, with an approval-gated wholesale channel, is underway.

Timeline

Since 2026, with ongoing maintenance; migration underway

My Role

UI/UX Designer · Shopify Developer · Catalog and Merchandising Systems

Engaged directly by the brand; sole designer and developer responsible for the theme, the catalog, the compliance systems and the migration.

Strike brand cover image with the logo over a lifestyle photo of someone lighting a pre-roll

Theme design and implementation for a D2C hemp and cannabis brand, with strain filtering shared across eight product lines and a lab certificate on every product. Now migrating to WooCommerce over payment processor restrictions.

The real problem

Strike arrived with the logo, identity and packaging already settled, but no store. Working from those as the reference I designed the theme, built it, customized it, and have maintained it since.

The catalog spans eight product lines, across cartridges, pre-rolls, flower, gummies, disposable vapes and dabs, each with its own strains and pack sizes. Give every line its own filtering and you have eight implementations that fall out of sync on the first change, so I built one reusable filter and wired every line into it. The product grid with search and pagination sits on top of that.

What takes this store out of the standard is the regulatory side. Every product needs a visible, verifiable, current Certificate of Analysis: the lab document stating what is actually in it. That is not a field you bolt on at the end, it is a system that has to be maintained. Each product carries a linked, downloadable COA in a dedicated grid, so a customer can check the lab results before buying.

The same regulation ended up deciding the platform. Payment processors treat this product category differently, and the ones that will take it do not fit Shopify's checkout flow. So the store is migrating to WordPress with WooCommerce, and I did that redesign in full before touching code: around forty screens, covering the customer account, cart, checkout, the wholesale channel and the policy pages, not just the home page.

Out of it came a design system in theme.json, with the palette, three type families and a size scale per breakpoint, plus a document mapping every section to its exact Gutenberg block or pattern. The rule I set was to use native blocks in their default presentation and adjust only color and typography through tokens, reserving custom blocks for what has no native equivalent. It costs more up front and it avoids handing over a theme nobody can maintain afterwards.

The migration also brought a new requirement: a wholesale channel. Anyone who registers is held pending approval, and once approved sees wholesale pricing and products that do not exist for other visitors.

Technologies

  • Platforms: Shopify, WordPress with WooCommerce (migration underway)
  • Languages: Liquid, PHP, HTML, CSS, JavaScript
  • Framework / CMS: Shopify OS 2.0, sections, metafields; WordPress FSE, Gutenberg, theme.json, ACF
  • Focus areas: Theme design and implementation, catalog architecture, compliance documentation, wholesale access, platform migration

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