Include: multi-product Shopify shop for a wellness brand

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, from the hero to a technology section that only applied to the spray. With the Hand Cream and The Bundle ready to launch and more products on the roadmap, a second product would have looked like an add-on to the first. So the shop had to get ready for a range that did not exist yet while the site moved from Webflow to Shopify.

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 designed the shop page, the cart drawer and a category and tag system with navigation planned in two phases. The tokens, the visual language and the copy stayed as they were, so the brand had to change how it was perceived only through structure, hierarchy, layout and content, which I delivered in Figma with prototypes of every page and notes documenting each decision, before running QA on the build.

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 treated as a destination of its own instead of a third card in the grid. For conversion, a launch pill below the hero claim works as a slot that changes with each release, so the homepage can promote the Hand Cream today and another product later without turning into a single-product hero again, and growth was planned in two phases: from a simple dropdown and product grid now to a mega menu and category tabs once the catalogue grows.

The shop launched on Shopify in May 2026 together with the Hand Cream and The Bundle, after the client approved the design at the first review, and the live site follows the designs. The structure lets the client team add a new product without new design work, the second phase is already designed for when the catalogue grows.