Include had built a loyal community around one object: the Bathroom Spray, sitting on display rather than hidden in a cupboard. But the site had been built as an extended product page for that one item. With the Hand Cream ready to launch and a full line in the pipeline, the whole architecture had to change, without losing what people had come to recognise as Include.

The full brand relaunch would come later. The Hand Cream could not wait. That meant designing for a middle phase: a site that felt cohesive with two products today, but that would not need a rebuild every time a new SKU arrived. All while migrating the full stack from Webflow to Shopify, and without diluting a founder brand voice built over years.

The site and the brand system had been built entirely around one product. Our job was to rebuild the architecture and visual language so the brand could hold more.

A homepage where the Spray was no longer the centre of gravity, but one product inside a wider bathroom world. A PDP system where any product could feel equally considered. A visual hierarchy that carried the luxury feeling of the whole ritual, not the marketing of a single item. The story stayed the client's to tell. We built the space it could live in.

The site launched alongside the Hand Cream release, rebuilt from Webflow to Shopify without losing what people had come to recognise as Include. The homepage no longer revolves around a single object, and the PDP runs as one template ready to hold every product still to come.

The migration was a full ground up rebuild in Shopify Liquid, not a lift and shift. Every section became a reusable block, every product field a metafield, every design token mapped to the theme's own variables. The Include team can now launch a new product, update copy, or swap imagery from the CMS, without a designer or a developer in the loop.