Beard & Blade
Crafting a unified digital storefront for Australia’s leading men’s grooming brand
Beard & Blade is one of Australia’s most trusted destinations for men’s grooming products. With a wide product range and strong customer loyalty, they needed a seamless, modern Shopify storefront that matched their reputation and could scale with growth. Our team partnered with Beard & Blade to redesign and restructure their site, placing emphasis on user experience, streamlined navigation, and mobile-first performance.
The Challenge
Despite being a well-known grooming brand, Beard & Blade’s previous website design lacked visual consistency and did not fully reflect their bold, masculine identity. The navigation felt cluttered, product discovery was difficult on mobile devices, and the content structure had room for improvement. Additionally, performance issues were impacting speed, SEO, and conversion.
The company needed a Shopify-based solution that would be highly scalable, visually aligned with their brand, and effortless to manage internally.
The Solution
We approached the project by focusing on performance, usability, and brand storytelling. Our key solutions included:
- Theme Redesign: We selected and customized a high-performing Shopify theme that balances speed with aesthetics, emphasizing bold typography and product photography.
- Information Architecture: Restructured the navigation and collection layout for intuitive product discovery across categories like beard care, shaving, hair, and fragrance.
- Mobile Optimization: Designed a responsive and high-speed mobile experience with sticky navigation, smart filtering, and quick-add to cart.
- Content Blocks: Built reusable custom sections for homepage promos, product highlights, and grooming guides that could be updated in-house.
- Technical Setup: Ensured robust analytics, pixel integration, SEO metadata optimization, and clean URL structures for smooth ongoing performance.
We also prioritized modular design elements that would allow the Beard & Blade team to launch campaigns, product drops, or seasonal landing pages independently.
The Process
The build was carried out in close collaboration with the Beard & Blade internal team. We began with wireframes and UX review sessions, progressed to live theme prototyping, and followed a sprint-based deployment structure.
Key stages included:
- Full store audit and competitor review
- Theme setup and customization
- UI/UX design iterations
- QA across devices and browsers
- Shopify integrations for analytics and promotions
- Final content migration and launch support
- The entire process emphasized performance and flexibility, ensuring the site was scalable and easy to manage long-term.
Client Feedback
“Working with the team was a game-changer. The site feels faster, easier to navigate, and far more professional. We’ve seen both an uptick in engagement and backend simplicity. They really understood what Beard & Blade stands for and brought it to life.”
— Beard & Blade Team
Outcome
- Streamlined Shopify site with fast load times
- Improved mobile UX with intuitive navigation
- Visual identity that aligns with brand tone
- Increased product discoverability and engagement
- Flexible content areas for in-house marketing
- Optimized SEO and better backend manageability
Conclusion
This project redefined Beard & Blade’s digital experience with a high-performance, bold, and scalable Shopify storefront. By aligning structure with storytelling, we helped the brand reflect its authority in the men’s grooming space while empowering the internal team with tools for long-term success.
This case study highlights our capability in transforming eCommerce sites in the grooming and lifestyle industry — through technical excellence, design empathy, and strategic thinking.
