AurelleA concept Shopify theme for a small-batch skincare brand: a storefront that turns one serum into a morning and night routine, with refills that are priced and easy to pause.
Aurelle is a fictional brand. We wrote this brief to show how we design a Shopify theme, from research to the buy button.
AURELLE theme preview: the home page, starting with the image banner.
Aurelle makes barrier-first skincare in small batches: a serum, a cream, an oil and night drops that are meant to be used together. Most first orders were a single serum, and most of those customers never came back for the rest.
The brief was a theme that sells the routine, and earns trust before it asks for money.
01 Discover: What a careful skincare shopper needs to know before a first order
02 Define: Three proto-personas and the journey from one serum to a whole routine
03 Design: Wireframes first, then the storefront, section by section
04 Optimise: The product page, the routine builder and how we'd test them
01 · Discover
Turn single-serum buyers into routine buyers, and make unfamiliar ingredients feel safe to try.
Wants a simple morning and night routine where everything works together.
DoubtWhich of these do I actually need?
Reads every label before buying anything for their face.
DoubtWhat does a ceramide actually do?
Has reacted to products before and buys carefully.
DoubtWill this irritate my skin?
02 · Define
The routine starter
Where shoppers hesitateAnother serum brand?
What the design doesLead with one belief: barrier first, made slowly, in small batches.
The ingredient reader
Where shoppers hesitateWhat does it do?
What the design doesEvery product says what it's for in plain words, right under its name.
The routine starter
Where shoppers hesitateWhich ones go together?
What the design doesA routine builder that puts the four steps in order: serum first, oil last.
The sensitive-skin shopper
Where shoppers hesitateWhat if it irritates?
What the design doesSkin types and the full ingredient list, one tap from the buy button.
The routine starter
Where shoppers hesitateI'll run out.
What the design doesA refill every 8 weeks, priced on the product page, that you can skip, pause or cancel.
03 · Design
Seven sections, from the free-shipping bar to the footer, each one the team can move, edit or switch off in the theme editor. Wireframes first, then the design.
Home page, Online Store 2.0 · 7 sections. Announcement bar: Free shipping over $50, said before anything else. Header: Four links, the wordmark centred, the cart always in reach. Image banner: One belief and one button: barrier first, made slowly. Featured collection: Each card says what the product is for and when to use it, with a quick add. Image with text: The routine in order, morning and night, with the price of all four. Multicolumn: Three promises in plain words, no claims to decode. Footer: A newsletter for new batches and refill reminders, then the links.
Header
Template
Footer
Free shipping over $50, said before anything else.
04 · Optimise
Skincare is bought on trust. Each number marks a decision on the product page and the reason for it.
Step 01, morning and night, above the name, so the serum's role is clear before anything else.
Both sizes show their price on the pill, so nobody has to click to compare.
Skin types as chips under the sizes: the 'is this for me?' question answered before the button.
Refill every 8 weeks, with the refill price shown, and pause or cancel said in the same card.
Add to Bag is the only filled button on the page, with the price on it.
The buy button follows the shopper down the page, with the price on it.
On a phone: Step 01 · Morning & night. Ceramide Serum, 4.9, $48. 30 ml $48, 50 ml $68. Good for: Dry, Sensitive, All skin types. Refill every 8 weeks, save 10%. Skip, pause or cancel whenever you like. Add to Bag. Free shipping over $50 · Ships in 1–2 days. Refillable glass, Every ingredient, named, Made in small batches. A milky, weightless serum that settles in quickly and leaves skin feeling calm and soft. Ceramides and squalane, and nothing it doesn't need. The buy button follows the shopper down the page, with the price on it.
AURELLE product page, first screen, with 5 numbered decisions: 1. Its place in the routine; 2. Sizes with their prices; 3. Who it's for; 4. The refill, priced; 5. One filled button.
04 · Optimise
The routine builder from the theme: serum first, oil last. The fuller the routine, the more you save.
0 / 4
Add 3 more to save 5%
Skin, slowly.
Shop the ritual · Free shipping over $50
Ceramide Serum $48
Add to Bag · $48
04 · Optimise
A concept has no results yet. These are the first three experiments we'd run after launch, and what each one has to prove.
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