Project Overview
Oradent is an Australian oral-care brand launching PulseONE, a sonic electric toothbrush with:
a brushed aluminium body
a 45-day battery
three finishes: Platinum, Rose and Graphite
I designed and built the brand's Shopify store from scratch. That includes the homepage, product page, bundle offer, replacement-head subscription and the full mobile experience. Every homepage section is custom built for the brand rather than taken from a stock theme.
A launch hero built around one claim, followed straight away by all three finishes.
The Challenge & My Role
Electric toothbrushes are a crowded category, and PulseONE is priced at $228. The store had to:
make a premium, design-led product feel worth it in seconds
explain the technology without turning into a spec sheet
give customers reasons to come back after the first purchase
I owned design and development end to end:
page structure and copy hierarchy
custom Shopify sections and theme code
product page and checkout flow
the Duo bundle configurator
the Head Plan subscription block
mobile optimisation
The Process
I organised the site around the questions a buyer asks, in the order they ask them:
What is it? A hero leading with the strongest claim: six weeks on one charge.
Which one is mine? All three finishes side by side, each with its price.
Is it actually good? Stats, technology stories, reviews and press.
Can I get more value? The Duo bundle and the Head Plan.
Can I trust it? The 7-day smile guarantee, a 2-year warranty and Australian design.
The visual language follows the product: warm stone and travertine tones, bold sans-serif headlines with an italic serif accent, and lots of white space.
A bento grid of stats and feature cards that explains the tech at a glance
The Build
Hero slider. The launch message, a primary "Shop PulseONE · $228" button and a welcome-gift hook. It has seasonal slides ready for Black Friday, Cyber Monday and Christmas.
Three-finish selector. A finish card carousel that feeds a dynamic "Buy PulseONE in [finish]" button.
Feature bento grid. Animated stats (45 days, 38,000/min, 71 g, 2 years) plus video and image cards for SonicSweep™, the SmartSense™ timer, modes, heads and IPX7.
Reviews and press. A review carousel and an "As seen in" logo marquee.
Duo bundle configurator. Customers pick a finish for each of the two brushes. It shows the saving and the included free gift.
Head Plan subscription. Customers choose a replacement interval and the number of brushes, with skip or cancel any time.
Lifestyle sections. "Built to stay out", "One charge. The whole trip", the Oradent Promise and the Journal.
Product page.
Finish swatches that update the gallery and the URL
Shop Pay, Apple Pay and PayPal express checkout
A trust row
A free-gift prompt
A numbered "In the box" flat-lay
Email capture. A newsletter block offering a free heads 2-pack.
Mobile. Every section is rebuilt for small screens: swipeable finish and feature cards, a full-width buy button and thumb-friendly selectors.
Finish swatches, express checkout, trust signals and a mapped ‘In the box’.
The Duo bundle configurator and the Head Plan subscription.
Every section rebuilt for thumbs, from the hero to checkout.
The Outcome
Oradent launched PulseONE on a store that feels as considered as the product. Shoppers can go from first impression to checkout in a few scrolls. The bundle and subscription are built in to raise order value and repeat purchases. The seasonal hero slides let the team switch campaigns without code changes.
0 likes · 3 views · Nov 10, 2026
Custom Shopify store for Oradent's PulseONE sonic toothbrush: story-led homepage, high-converting product page, bundles and a head subscription plan.
