Lula — Bringing a New Consumer Brand to Life on Shopify

Bringing a New Consumer Brand to Life on Shopify

Shopify Development · Custom Theme Development · Custom Sections · Launch Support · Ongoing Maintenance

With Lula, we had the opportunity to work on something very different: bringing a new consumer brand to life online.

Unlike our takeover projects, where we're stepping into an existing codebase, Lula gave us the opportunity to build the Shopify experience from the ground up.

The challenge

Lula had a clear visual identity and needed its Shopify store to translate that identity into a polished e-commerce experience.

The challenge was finding the right balance between custom development and maintainability.

The store needed to feel uniquely Lula, but it also needed to remain flexible enough for the team to manage, update and grow after launch.

Starting with a strong foundation

Rather than rebuilding standard Shopify functionality unnecessarily, we used our existing theme architecture as the technical foundation for the project.

This allowed us to focus development time where it mattered most: the areas of the website that needed to feel unique to the brand.

We adapted the theme around Lula's designs and requirements while developing additional custom functionality where the existing components weren't enough.

Making the store feel like Lula

We built new custom sections and storefront elements specifically around the brand's designs.

These sections allowed the website to move beyond a standard Shopify template and create a more distinctive visual experience while still benefiting from the flexibility and content management capabilities Shopify provides.

The aim wasn't simply to build something that looked good at launch.

It was to create a theme that could continue working for the Lula team as products, campaigns and content changed over time.

From development to launch

We supported Lula through the development process and the final stages leading up to launch.

As with any new brand, those final weeks involve constant refinement — adjusting content, polishing layouts, resolving edge cases and making sure the overall shopping experience feels cohesive before customers arrive.

We helped the team through that process and prepared the Shopify store for its first customers.

Growing beyond launch

Lula has now launched, but our involvement with the brand continues.

We'll be supporting the team with ongoing Shopify maintenance and development as the business evolves, helping introduce improvements and new functionality as new requirements emerge.

The outcome

Lula launched with a Shopify storefront built around its own brand rather than forcing the brand into a generic template.

By combining an established technical foundation with custom development, we were able to focus effort on the parts of the experience that made the business distinctive.

A new brand, a new Shopify store and a flexible foundation ready to grow with it.