Two high-intent paths
The visible experience has to acknowledge service intent and shopping intent early, rather than forcing every visitor into a generic product-first journey.
All projects
01 · Haircare & salons
TONI&GUY
A global salon and haircare storefront shaped around service discovery, education, and confident product browsing.
Primary outcome
A service-led beauty commerce that gives salon clients and haircare shoppers a clearer route from brand story to the right next action.
01
Project overview
TONI&GUY brings together salon services and professional haircare under one globally recognised name. The storefront needed to balance service-led discovery with an ecommerce journey that could still feel precise, premium, and easy to navigate. The website was shaped to make connect service discovery, hair expertise, and product purchase feel native to the brand rather than bolted onto it.
Original desktop storefront capture02
Project information
- Industry
- Haircare & salons
- Platform
- Shopify
- Live website
- toniguy.com/
- Project duration
- Not publicly disclosed
- Team
- Implementation team not publicly disclosed
- Engagement
- Full Shopify build
Services provided
- Shopify storefront build
- Theme and template development
- Responsive experience design
- Cross-device quality assurance
Deliverables
- Responsive Shopify storefront
- Core commerce templates
- Reusable theme sections
- Launch-ready quality assurance
03
Objective
- Make connect service discovery, hair expertise, and product purchase easier to understand and act on.
- Give salon clients and haircare shoppers a confident path through the storefront on any screen size.
- Keep the experience recognisably TONI&GUY while relying on reusable Shopify patterns rather than one-off pages.
04
Problem or challenge
A salon-and-product brand has two different customer intents to serve: someone looking for an appointment or local expertise, and someone looking for the right haircare product. The interface needed to keep those paths distinct without making the brand feel fragmented.
05
Scope of work
01Shopify storefront build02Theme and template development03Responsive experience design04Cross-device quality assurance
06
Research and insights
The project archive preserves the engagement type and shipped responsive storefront captures, but not private discovery files, analytics, staffing, duration, or vendor configuration. The observations below describe the documented scope and visible interface—not unpublished client metrics or research claims.
Expertise needs context
Haircare benefits are more useful when paired with professional authority, clear category signals, and a practical next step.
Premium does not mean obscure
The design can remain minimal while still making navigation, service discovery, and shopping actions easy to identify.
07
Approach and strategy
Make the priority unmistakable
The hierarchy was organised around connect service discovery, hair expertise, and product purchase, with the brand story supporting—not competing with—the primary customer decision.
Carry the brand through the system
A black-and-white salon environment, editorial photography, precise type, and restrained calls to action create a confident professional-beauty tone. The aim was a visual language that could flex across campaign, collection, and product moments without losing recognition.
Build for practical commerce
The delivery focused on a responsive Shopify structure that keeps service-led beauty commerce usable as content, products, and seasonal priorities change.
08
Execution or process
01 · Discovery and structure
Defined the storefront’s priority journeys, content hierarchy, and merchandising requirements from the available project brief and brand direction.
02 · UX and visual system
Turned the intended brand expression into a clear system of page modules, navigation patterns, and product-storytelling moments before implementation.
03 · Shopify build
Built the storefront around reusable sections, product and collection templates, and responsive layouts suited to day-to-day merchandising.
04 · QA and launch readiness
Tested key viewport states and storefront paths before release. The archive does not preserve the private timeline, launch report, or post-launch optimisation log.
09
Technology used
The documented platform is Shopify. The live archive does not name the exact theme, app set, analytics implementation, hosting configuration, or external integrations, so they are intentionally not inferred here.
10
Tech stack
Design
- Brand and UX direction
- Responsive design QA
Frontend
- Shopify Liquid
- HTML
- CSS
- JavaScript
Commerce / CMS
- Shopify
- Theme editor
- Product and collection content
Hosting / data
- Shopify-hosted storefront
- Shopify catalog data
APIs / services
- Shopify platform services
- Additional services not publicly disclosed
11
Key features and functionality
Salon discovery
Service-focused entry points give visitors a route into the salon side of the brand before or alongside shopping.
Haircare merchandising
Product paths and supporting imagery turn professional haircare into a browsable, confidence-building retail experience.
Editorial brand framing
A high-contrast environment lets campaigns and education feel connected to the salon world rather than a separate store.
12
Responsive experience
- Desktop uses the extra canvas for service-led beauty commerce and richer visual pacing; mobile preserves the same decision order in a single, thumb-friendly flow.
- Navigation, media, and product actions are treated as responsive components rather than scaled-down desktop elements, keeping key actions reachable at smaller widths.
- The supplied captures demonstrate desktop and mobile states. Keyboard behavior, screen-reader support, performance budgets, and device test coverage are not published, so no compliance or performance metric is claimed.
Desktop
Mobile13
Design system and visual direction
A black-and-white salon environment, editorial photography, precise type, and restrained calls to action create a confident professional-beauty tone. Reusable navigation, promotional, collection, product, and action patterns create continuity across the storefront while allowing campaign content to retain its own energy.
14
Results and impact
Evidence-aware outcome
The verifiable outcome is a live, responsive Shopify storefront and the documented full shopify build engagement. connect service discovery, hair expertise, and product purchase is given a more deliberate interface path, and the original desktop and mobile captures demonstrate the delivered visual system. Conversion, revenue, engagement, accessibility, and performance metrics were not supplied for this archive and are therefore unavailable.
15
Lessons learned
- 01When a brand has both service and product goals, navigation must make the difference visible immediately.
- 02A restrained interface needs exceptionally clear labels and purposeful imagery to keep the premium tone usable.
16
Final outcome
The project turns a salon-and-product brand has two different customer intents to serve: someone looking for an appointment or local expertise, and someone looking for the right haircare product. the interface needed to keep those paths distinct without making the brand feel fragmented. into a storefront centred on service-led beauty commerce. It gives the brand a more coherent way to present its offer while giving customers a clearer path to continue, explore, or purchase.