Include is a German bath and wellness brand founded by a content creator, and it launched with a single product, a Bathroom Spray, around which the whole site had been built. The site had been designed by a colleague at Yumeda Studio, which later passed the client on to me and a full-stack developer partner.
With the Hand Cream and The Bundle ready to launch and more products on the roadmap, the shop had to stop looking like a one-product page and get ready for a range that did not exist yet, in about two months and while the site moved from Webflow to Shopify.
Scope
As the only designer, working with a full-stack developer who handled the migration and the implementation, I redesigned the homepage and turned the product page into a template shared by every product, and I designed the shop page and the cart drawer following Shopify's patterns before running QA on the build.
The tokens and visual language came from the original site and the copy from the client, so my work was structure, hierarchy and layout, delivered in Figma with prototypes of every page and notes documenting each decision.
Choices
The first decision was to separate the brand from its first product, so everything that spoke about Include stayed on the homepage, the spray's technology moved to its own page and the products now sit side by side, with The Bundle in a section of its own.
The rest served conversion and growth, with a launch pill in the hero that sends visitors straight to the new product and recommendations that lead from one product to the next, while every page was designed for the catalogue the brand wants to have rather than the one it had at launch.
Outcome
The shop launched on Shopify in May 2026 with three products, the Bathroom Spray, the Hand Cream and The Bundle, on a structure built for many more, where the client team can add a new product without new design work.
The next phase, with a mega menu and category tabs, is already designed for when the catalogue grows, so the shop can expand on the same foundations instead of needing another redesign.
