E-commerce
Wild Donkey Store Renewal
A Shopify storefront for an international vintage-apparel brand, built around selected page modules and the character of its product photography.
- Year
- 2023–2024
- Role
- Lead Designer / Planner
- Tools
- Adobe XD, Illustrator, Shopify CMS
An international storefront
Wild Donkey's identity draws on Americana vintage and the cultural spirit of the 1950s, 1960s and 1970s. The team sought a cost-conscious digital approach to reach international consumers while preserving that distinctive visual character.
Working with Shopify
The team explored Shopify themes and CMS customization, choosing page modules for a streamlined store structure. A minimal digital-showroom approach kept the brand's vintage imagery and product display at the center of the shopping experience.
Keeping the brand distinctive within Shopify
Process
Choose a foundation for the constraints
The team needed a cost-conscious storefront for international consumers. We explored Shopify themes and CMS customization, considering brand expression alongside the need for a quick execution.
Select the page modules
Page modules were selected to keep the store structure streamlined. The shopping experience used the elements that could be adapted within Shopify rather than requiring every page to be designed from scratch.
Give vintage imagery the focus
A digital-showroom direction put the brand's Americana vintage character at the center. Minimal page composition kept product photography and the character of the garments prominent.
Design outcome
The storefront design combined selected Shopify modules with the brand's photography. The screens show a streamlined structure built around product presentation and vintage imagery.
What I took from this work
Within an existing theme, the choices about what to include and leave out still shape the brand experience. Selecting the essential modules and giving product photography room showed how a restrained composition could bring the garments’ texture and vintage identity forward.
Project images
