Tuck Bedding
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Client — Tuck Bedding, a small Canadian business owned by Julia Reid and Hallie Gould, offers high-quality, sustainably crafted bedding designed for comfort, durability, and better sleep.
Project Brief — Tuck came to us mid-production pivot to Portugal, needing a re-alignment. Their website’s brand application, messaging, and functionality had become fragmented after multiple theme updates, creating disconnect between their products, purpose and the user experience. They needed a website that would visually unify their refreshed brand elements (by Paige at Slow Dance Studio) while authentically communicating their ethos, values, and product quality.
Proposal — Following our initial assessment, the proposal focused on: a strategic restructure and re-design of their Shopify site to (1) improve customer comprehension and conversion, (2) highlight product value and ethos, (3) enable dynamic content management, and (4) deliver a visually impactful brand experience.
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Foundation: Strategy — Our Web Direction served as the architectural blueprint for the site's structure, content flow, and messaging hierarchy. We focused on intuitive navigation pathways via a mega-menu, dynamic content flow via select section types (slideshows, product tabs, metaobjects), and clear, reiterative messaging across each primary page. Without a foundational brand message, the other elements couldn’t fall into place, so I ended up developing a concept that became their core messaging framework for their brand ethos, site copy, and site structure by expanding the original "Make your bed, better" tagline to it’s sub-___: “Better by: design, feel, choice”.
Form: Design — The redesign deliberately translated their brand essence — soft, thoughtful, high-quality, comfort — into a cohesive digital experience. The design direction communicated warmth through enveloping, full-bleed imagery; balance through a softened and carefully resized type hierarchy; and sense of grounding through a new chocolate brown colorway and rounded button shapes. The final design facilitates a fluid and focused interaction for an elevated, accessible online home.
Function: Development — The development strategy prioritized navigational clarity, search/filtering capabilities and AOV-forward product presentation. With *Broadcast* as our base, nearly every section was adjusted with custom liquid code to expand feature access, refine visual transitions, and support dynamic media types while simultaneously increasing back-end accessibility for streamlined content management by the client, ensuring their ability to keep the site fresh and adaptable as they continue to grow.
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Before & After — The redesign significantly elevates a standard e-commerce site to a thoughtful brand experience. Where the original site functioned primarily as a catalog, the new implementation tells a complete brand story through the "Better by" framework, Portugal partnership highlights, and strategic social proof integration. The navigation evolved from basic horizontal menus to an intuitive mega-menu system, while the warmer color palette and refined typography create a more inviting atmosphere aligned with Tuck's values of comfort and quality.
Testimonials —
Maya’s Notes — I loved this project. Genuine humans always make for a great project, and Julia & Hallie’s friendship, values and trust in my capabilities made the process collaborative and just genuinely enjoyable to work alongside them. Shopify as a platform is (on the downside) complicated but (on the upside) always evolving, and so our incorporation of metaobjects for a cleaner product-to-page management was tedious but valuable. I was also able to work with them to bring their refined brand identity into their email marketing (which is always a beast) but provided further strength in establishing their brand identity.
Industry — Home Goods, Hospitality
Platform — Shopify, Klaviyo
Scope — Web (Strategy, Design, Development), Email (Design, Buildout), Brand Messaging
