avaA concept Shopify theme for a cold-pressed juice brand: a storefront that turns a first bottle into a weekly box, with bundles, a goal finder and a buy button that's always in reach.
ava is a fictional brand. We wrote this brief to show how we design a Shopify theme, from research to the buy button.
ava theme preview: the home page, starting with the image banner.
ava presses juice every morning and sells it by the bottle at markets and pop-ups. Regulars come back every week, but the online store worked like a catalogue: one bottle at a time, no reason to come back, and nothing to say which juice is for what.
The brief was a theme that sells the habit, not the bottle.
01 Discover: What shoppers need to know before a first order
02 Define: Three proto-personas and the journey from first visit to a weekly box
03 Design: Wireframes first, then the storefront, section by section
04 Optimise: The product page, the box builder and how we'd test them
01 · Discover
Turn first orders into a weekly habit, through bundles and a subscription, without losing the fresh, market-stall feel of the brand.
Wants the same six bottles every Monday without thinking about it.
DoubtGetting locked into a subscription that can't be paused.
Has heard about cold-pressed juice and doesn't know where to start.
DoubtWhich juice is for what?
Sending a box to a friend who's run down.
DoubtWill it arrive fresh, and on the right day?
02 · Define
The curious first-timer
Where shoppers hesitateIs this just expensive juice?
What the design doesLead with what's in it, and offer two ways in: shop now, or start a weekly ritual.
The curious first-timer
Where shoppers hesitateWhich one is for me?
What the design doesFlavours named by what they do, colour-coded bottles and a goal finder.
The ritual builder
Where shoppers hesitateSix bottles is a lot to try.
What the design doesA box you fill yourself, with savings that grow as it fills.
The gifter
Where shoppers hesitateWill it arrive fresh?
What the design doesOn a phone, the delivery promise sits right under the buy button, not on a policy page.
The ritual builder
Where shoppers hesitateI'll forget to reorder.
What the design doesA weekly delivery you switch on in one tap, on the product page or in the box.
03 · Design
Every block on the home page is a section the team can move, edit or switch off in the theme editor. We drew each one as a wireframe first, then designed it.
Home page, Online Store 2.0 · 7 sections. Header: Four links, the cart always in reach. Image banner: One promise and two doors: shop now, or start the weekly ritual. Featured collection: Price and rating on every card, so nobody opens four tabs to compare. Image with text: The weekly box gets its own section, high on the page. Collection list: Shop by what you need, with a quiz for the undecided. Multicolumn: Four promises, said once, right where doubt starts. Featured product: A product you can buy without leaving the home page. Featured collection: Bundles close the page, for whoever scrolled to the end.
Header
Template
One promise and two doors: shop now, or start the weekly ritual.
04 · Optimise
Everything a shopper needs to say yes sits in the first screen of the product page. Each number marks a decision and the reason for it.
The rating sits right under the name, before the price, so reassurance comes first.
The pack price, six single bottles struck through, and the saving, all on one line.
Single, 3-pack, 6-pack or 12-pack. The 6-pack is preselected because it's a week's worth.
Add to Cart is the widest thing in the buy box, with the quantity beside it, not above it.
The gallery shows the juice poured, with the fruit beside it, so shoppers see what they're drinking.
The buy button follows the shopper down the page, with the price beside it.
On a phone: Citrus Glow, 4.5/5, $36, was $39, -8%. Single, 3-pack, 6-pack, 12-pack. Deliver every week, save 10%. Add to Cart. Express delivery. 100% cold pressed, No sugar, no additives, Local produce only. Cold-pressed orange, pineapple and ginger. Best enjoyed chilled within 3 days of opening. The buy button follows the shopper down the page, with the price beside it.
ava product page, first screen, with 5 numbered decisions: 1. The name, then the proof; 2. The saving, as a number; 3. Packs, not sizes; 4. Add to Cart, full width; 5. The drink, not just the bottle.
04 · Optimise
The box builder from the theme: six bottles, your mix. The more you add, the more you save.
0 / 6
Add 3 more to save 5%
Cold Pressed Juice with Zero Junk
Add to Cart · View All Products
Citrus Glow $6.50
Add to Cart
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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