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Web Design
Waist Shaper Co
01 Background
Waist Shaper Co came to this project as a new business with a clear product focus: waist shaping apparel and accessories for women. The client had the product and the vision but needed everything else. There was no brand identity, no visual language, and no online store. The project covered all of it, from the logo up through a fully functioning Shopify storefront ready to take orders on day one.
The women’s shapewear and apparel market is a crowded space. Standing out requires more than having a good product. The brand experience, from the logo customers see first to the store they shop in, has to communicate quality, confidence, and trust quickly. A new business that looks new works against itself. The goal was to give Waist Shaper Co a presence that felt established from launch.
Company
Waist Shaper Co
Timeline
2 months (2017–2017)
Role
Web Designer
Platforms
Desktop Web, Mobile Web
Stack
HTML, Javascript, CSS, SmartyTPL, Liquid (Shopify Customization)
Tools
VS Code, Sketchapp, Adobe Photohsop, Github
02 Problem
No brand, no store, no way to compete.
The client was starting from zero. Without a logo and brand identity, there was no consistent visual language to carry across packaging, social media, or a storefront. Without a store, there was no way to reach customers or process orders. Both problems needed to be solved together, and they needed to feel like they came from the same place.
Building on a generic or templated Shopify theme would have undermined the brand work from the start. A polished logo sitting on top of a store that looked like every other entry-level Shopify build would send a mixed message. The store had to match the quality of the brand identity, which meant using a theme flexible enough to be shaped around the specific aesthetic and product focus of Waist Shaper Co.
03 Solution
Designed to feel like a brand, not a build.
The project started with the logo and brand identity, establishing the visual foundation that would carry through every part of the store. The logo was designed to feel confident and feminine without leaning on cliches, and the color palette and typography were chosen to signal a premium product at an accessible price point.
The Shopify store was built on Monterey, the custom theme developed for Journey Themes. Monterey’s flexibility made it the right choice here: the color scheme, navigation style, hero layout, and product page configuration were all customized to fit the Waist Shaper Co brand specifically rather than defaulting to a generic out-of-the-box look. The result was a store that felt purpose-built for the brand rather than adapted from a template.
01
Logo and brand identity
A complete visual identity designed from scratch including the logo, color palette, and typography to establish the brand's look and feel across all touchpoints.
02
Custom Shopify store
A fully configured Shopify storefront built on the Monterey theme, customized to match the brand identity and ready to handle products, collections, and orders at launch.
03
Product and collection setup
Product pages, collection layouts, and variant displays configured to showcase the apparel range clearly and make the shopping experience as frictionless as possible.
