The Task

The development of a bespoke Shopify theme was an essential part of the project. Access to Shopify 2.0’s improved infrastructure brought immediate benefits in speed, stability and long term scalability. Crucially, it enabled the use of updated collection filters through Shopify’s Search and Discovery app, allowing users to refine complex product attributes quickly and reliably.

A significant part of the project involved restructuring product data and creating an expanded metafield system. This allowed for richer product information, more robust filtering, dynamic content blocks and improved cross selling across the site. The investment in product data set the foundation for clearer merchandising, improved SEO and a more flexible content management workflow.

The product card itself was redesigned to include colour swatches, sizes, savings and reviews, giving customers more context upfront. Collection filtering became more powerful and responsive. Upsell modules were introduced both on product pages and within the off canvas cart to increase average order value without disrupting the customer experience.

The design direction embraced a modern, minimal aesthetic that placed clarity and ease of use at the centre. Dark and light blues became the primary colour tones, establishing a calm and contemporary foundation, while red, yellow and green accents were used selectively to highlight essential information. Rounded corners were applied across the site to soften the visuals and create a more welcoming feel.

Typography was refined with the introduction of DM Sans as the secondary font, chosen for its balance of character and readability. The original heading font, Intrinsecta, remains part of the brand through the logo, but is now used sparingly to maintain visual harmony across digital applications.

A key part of the project involved simplifying and strengthening the user journey. Navigation was restructured to reduce friction and make category browsing more intuitive. The mega menu was redesigned to present product groups clearly, helping customers reach their intended destinations faster.

Attention was also given to how users engage with products on the site. Information hierarchy, spacing and visual cues were refined to create a smoother flow through listings, product pages and checkout paths. These usability improvements ensured that the site not only looked contemporary but also functioned in a way that felt natural and efficient for users.

The redesign and move to Shopify for Bath and More have resulted in a cleaner, more intuitive and more sophisticated online experience. The updated visuals strengthen brand recognition, while the improved navigation and bespoke Shopify theme support customers at every stage of their journey.

Together, these changes position Bath and More for continued growth, helping the business deliver the same level of quality, clarity and care online as it does through its carefully curated product range.