Industry: Wellness · Aromatherapy · Skincare

Custom Shopify Website Design (Desktop + Mobile UX/UI)

UX Strategy & Page Flow

Visual Direction & Brand Translation to Digital

Serotonin Toronto is a wellness brand rooted in slow living, plant-powered aromatherapy, and intentional self-care. Their products are designed to support everyday regimes, grounding, energizing, and unwinding; with a strong emphasis on natural ingredients, sustainability, and community.

The goal was to design a custom Shopify website that felt like a natural extension of the brand: calm, grounded, and intuitive, while still supporting a seamless shopping experience.

The site needed to:

Reflect the brand’s earthy, wellness-driven identity

Feel calming rather than overwhelming

Translate beautifully across desktop and mobile

Support product discovery without rushing the user

This wasn’t just about aesthetics, it was about creating a digital space that matched the physical products.

Wellness brands often struggle with balance: too minimal and the site feels empty, too busy and it loses its calming effect.

The challenge was to:

Maintain visual softness while still being conversion-friendly

Present product education clearly without clutter

Design scroll and swipe interactions that feel intentional, not distracting

Ensure consistency across screen sizes without compromising experience

A brand-led, UX-first Shopify design built around clarity, pacing, and ease.

Key design decisions included:

A calm scroll flow that introduces content in clear, digestible sections

Generous whitespace and warm neutral tones to support slow browsing

Swipe-friendly product carousels on mobile, with intuitive navigation on desktop

Clear hierarchy for product information, CTAs, and collections

Consistent visual language across desktop and mobile to preserve brand feel

Every interaction was designed to feel natural, encouraging exploration without pressure.

The final result is a custom Shopify website that:

Feels aligned with Serotonin Toronto’s values

Builds trust through clarity and calm design

Makes shopping feel effortless across devices

Supports both storytelling and conversion

Rather than just showcasing products, the website acts as a digital extension of the brand’s philosophy, reinforcing the experience customers already associate with Serotonin Toronto.

This project marks Phase 2 of the Brandingby𝓔𝓵 workflow where strategy moves from concept into a fully functional, shoppable experience.

Before the website, I developed Serotonin Toronto’s logo and visual identity system. The focus was on creating a brand that feels warm, intentional, and approachable; using earthy tones, clean typography, and subtle symbolic elements to reflect wellness, balance, and positivity.

The identity was designed to scale seamlessly across digital, packaging, and marketing touch points.

The packaging design extended the brand identity into the physical product experience. Labels were designed to be clear, calming, and informative, prioritizing readability while maintaining a handcrafted, premium feel.

Sustainable values and plant-powered messaging were thoughtfully integrated to align with the brand’s mission.

This project highlights how thoughtful branding, packaging, and web design work together to create a cohesive, meaningful brand experience both online and offline.

Whether you need a confident logo or a full identity system, Brandingby𝓔𝓵 helps startups and small businesses show up with consistency and confidence.