Tern & Trail
A shop theme rebuilt around how people actually choose a jacket: by weather, not by brand.
Tern & Trail sells outdoor clothing from a small shop and online. The old site listed everything by manufacturer, which is how the stockroom is organised and not how anyone shops.
We reorganised the catalogue by what the weather is doing, and rewrote product pages so the first three lines answer the questions staff hear most often at the counter.
The new theme has no carousel and one typeface. Pages are small enough to load on a campsite connection, which was the brief.
What we delivered
- Shop theme and product templates
- Navigation by activity and conditions
- Size and care guides
- Email templates