Traveller is one of Finland’s most recognized streetwear brands and event organizers, known for its strong presence in the urban fashion scene. The goal of the project was to transform a basic Shopify storefront into a premium ecommerce experience that reflects the brand’s identity while improving usability, product discovery, and conversion performance.
Client
Traveller
Industry
Streetwear / Fashion
Year
Shopify Store Design (UX/UI)
Shopify Store Development
Shopify CRO & UX Optimization
Strategy & Consulting
Transforming a Basic Shopify Store into a Premium Streetwear Experience
Traveller’s existing Shopify store was built on a very basic setup that did not reflect the strength of the brand or its presence in the streetwear community. The storefront lacked a premium aesthetic, product organization was inconsistent, and several operational issues within the backend were creating friction in day-to-day management.
The store also needed improvements in navigation, product presentation, and overall user experience. Product images were not optimized, variant images were difficult to browse, and the overall shopping flow lacked the clarity expected from modern fashion ecommerce stores.
In addition to the front-end challenges, the backend administration and logistics workflows required restructuring. Payment method issues, product organization, and inventory setup needed to be fixed so the team could manage the store more efficiently as the brand continued to grow.
Redesigned the entire Shopify storefront to match a premium streetwear brand aesthetic
Implemented the modern Shopify Horizon theme architecture using theme blocks
Reorganized all products, collections, and product data within Shopify admin
Created structured collections such as tops, bottoms, sets/bundles, and accessories
Optimized and standardized all product images and applied branded logo watermarks
Built custom collection page layouts and product templates for different product types
Implemented a customized branded Shopify checkout experience
Developed a custom size recommendation calculator based on height and weight
Built custom functionality to display only images for the selected product variant
Fixed payment method issues and improved checkout reliability
Optimized logistics and operational workflows in the Shopify backend
Implemented basic SEO improvements to improve organic visibility
Provided ongoing consulting for Shopify admin structure and store management
Delivered continuous support and troubleshooting throughout the project
Designed and implemented seasonal campaign storefront redesigns for major ecommerce events such as Black Friday, Christmas, and Valentine’s Day to maximize campaign visibility and conversions
A High-End Shopify Store Built for Modern Streetwear Commerce
The project focused on transforming the existing Shopify store into a visually strong and conversion-focused ecommerce platform that aligns with Traveller’s identity as a modern streetwear brand.
A full redesign of the storefront introduced a more premium visual language that leverages the brand’s high-quality photography, video assets, and bold color identity. The new structure improved navigation, making it easier for customers to browse collections such as tops, bottoms, sets, and accessories.
On the technical side, the store was rebuilt using Shopify’s modern theme architecture, allowing for flexible page layouts and scalable design components. Custom functionality was developed to enhance the product browsing experience, including a size recommendation calculator and variant-specific image display that improves clarity when viewing product options.
Behind the scenes, the Shopify admin was reorganized to ensure products, inventory, and collections are structured properly, giving the Traveller team a much more efficient system for managing their ecommerce operations.
A Premium Shopify Store That Matches the Brand’s Streetwear Identity
The new Traveller store delivers a significantly improved shopping experience that better represents the brand’s position within the Finnish streetwear scene. The redesign elevated the overall visual identity of the store while making product browsing more intuitive and engaging for customers.
Customers can now easily explore organized product categories, view clear variant-specific imagery, and receive size recommendations directly within the product experience. These improvements create a smoother purchasing journey and reduce uncertainty when selecting clothing sizes.
Internally, the Traveller team now operates with a much more organized Shopify backend. Products, collections, and inventory are properly structured, payment and logistics workflows are optimized, and the brand has a scalable ecommerce foundation that supports continued growth in both online sales and brand exposure.
Seasonal campaign redesigns for major ecommerce events such as Black Friday, Christmas, and Valentine’s Day further strengthened the store’s marketing performance. These themed storefront updates allowed Traveller to highlight promotions, limited collections, and special campaigns with strong visual impact while maintaining a consistent brand identity.
Looking to upgrade your Shopify store into a premium ecommerce experience?
Work with Gini to redesign and optimize your online store.
