Shopify, Klaviyo

Wilde House Paper — Journaling & Self-Discovery

A Thoughtful Shopify Experience Built From a Distinctive Figma Design System

Live Site

The Brand

Wilde House Paper is a design-led lifestyle brand focused on journaling, self-reflection, personal growth, and intentional living. The brand creates thoughtfully designed tools including guided journals, planners, notebooks, card decks, workbooks, and other products designed to help people slow down, reflect, and create more meaningful everyday rituals.

Rather than positioning journaling simply as a productivity exercise, Wilde House Paper approaches it as a personal practice. Its products are designed to help customers explore different areas of their lives, develop greater self-awareness, and create space for reflection and connection. The brand combines this philosophy with a distinctive visual identity that makes its products feel approachable, contemporary, and highly considered.

The company's ecommerce storefront plays an important role in communicating this philosophy. Customers are not simply purchasing stationery; they are discovering tools designed around different stages, interests, and areas of personal development. The website therefore needed to combine strong visual storytelling with intuitive ecommerce functionality, allowing visitors to understand the brand, discover relevant products, and move naturally toward purchase.

Wilde House Paper primarily serves design-conscious consumers interested in journaling, self-development, wellness, creativity, and intentional living. Its audience includes experienced journalers as well as people who are new to the practice and looking for approachable ways to get started.

These customers value thoughtful design, quality products, and experiences that feel personal rather than overly commercial. They often discover products through social media, content, recommendations, and other digital channels before arriving at the website. As a result, the storefront needed to immediately communicate the brand's personality while making it simple for customers to explore products, collections, and different journaling experiences.

The diverse nature of the product catalog also meant that customers could approach the store in different ways. Someone might arrive looking for a specific journal, while another customer may be interested in planning, relationships, self-reflection, or simply finding a place to begin. The Shopify experience needed to support these different discovery paths without becoming complicated or difficult to navigate.

The Challenge

Wilde House Paper approached us with completed Figma designs and needed a Shopify development partner capable of translating the approved designs into a polished, functional ecommerce storefront.

The primary objectives included:

  • Accurately translate the approved Figma designs into Shopify.
  • Preserve the distinctive visual identity and design language of the brand.
  • Deliver a pixel accurate storefront without compromising usability.
  • Build reusable Shopify sections that could be managed through the Theme Editor.
  • Create flexible page structures capable of supporting future content and merchandising.
  • Ensure a consistent experience across desktop, tablet, and mobile devices.
  • Develop clear navigation for a diverse product catalog.
  • Maintain strong storefront performance despite the highly visual nature of the brand.
  • Build a clean and maintainable Shopify theme architecture.
  • Create a scalable foundation capable of supporting future product launches and campaigns.

Rather than simply reproducing the Figma screens, the objective was to turn the design system into a production-ready ecommerce experience that could continue to evolve with the brand.

Although the visual direction had already been established, several development challenges needed to be addressed.

Static Design Files

The Figma designs provided a detailed visual blueprint for the storefront, but translating static designs into a functional Shopify experience required careful consideration of responsive behavior, dynamic product data, reusable components, and Shopify's content architecture.

Each section needed to work not only with the content shown in the designs but also with future products, collections, imagery, and marketing campaigns.

Brand Experience

Wilde House Paper's visual identity is an important part of the customer experience. The website needed to feel editorial, thoughtful, and approachable rather than like a conventional stationery ecommerce store.

Typography, spacing, imagery, content hierarchy, and product presentation all needed to work together to maintain the character established in the Figma designs.

Product Discovery

The brand offers a diverse range of products and experiences, including journals, planners, notebooks, card decks, workbooks, digital products, and curated collections.

The challenge was to create a structure that allowed customers to browse naturally while making it easy to discover products based on their interests and needs.

Content Management

Wilde House Paper needed flexibility to manage its storefront after launch. Homepage content, featured products, collections, promotional sections, and other merchandising elements needed to be editable through Shopify without requiring developers for routine updates.

Responsive Experience

The detailed desktop designs needed to translate effectively to smaller screens without losing their visual hierarchy or usability.

Every component required responsive behavior across desktop, tablet, and mobile devices.

Performance

The brand relies heavily on high-quality product and lifestyle imagery to communicate its visual identity. The storefront therefore needed to balance rich visual content with efficient loading and a clean technical implementation.

Scalability

The store needed to provide a foundation that could support the brand as its catalog, collections, and marketing initiatives expanded.

The architecture needed to remain understandable and maintainable while allowing new content and functionality to be introduced without unnecessary redevelopment.

Solution

We transformed Wilde House Paper's approved Figma designs into a custom Shopify storefront using Shopify Online Store 2.0.

Throughout development, the focus was on preserving the visual character of the original designs while creating a flexible technical architecture capable of supporting a growing ecommerce brand.

Rather than forcing the designs into the limitations of a standard Shopify theme, we developed custom sections and components around the requirements of the brand.

Every major page was carefully implemented to maintain design fidelity while ensuring the experience remained responsive, intuitive, and easy to manage.

Pixel Accurate Development

Every major visual element from the Figma designs was carefully translated into Shopify, including typography, spacing, layouts, imagery, buttons, product presentation, and content hierarchy.

The goal was to maintain the design intent across the complete storefront rather than simply approximating the original layouts.

Shopify Online Store 2.0

The storefront was built using Shopify's Online Store 2.0 architecture, allowing the client to manage content through flexible sections and blocks within Shopify's Theme Editor.

This provided greater control over merchandising and content while maintaining a structured theme architecture.

Custom Homepage

The homepage was developed as a collection of flexible sections designed around Wilde House Paper's storytelling and merchandising priorities.

Sections could be updated, reordered, and adapted for different campaigns, products, collections, and promotional content without requiring structural redevelopment.

Collection Pages

Collection templates were developed to support the brand's diverse product catalog while maintaining the visual language established throughout the storefront.

The structure allows customers to browse products naturally while providing flexibility for future collections and merchandising strategies.

Product Pages

Product pages were carefully implemented to balance product presentation, imagery, information, and purchasing functionality.

The layouts were designed to make products easy to understand while maintaining the refined visual experience established in the Figma designs.

Mobile First Development

Every major component was tested and refined across multiple viewport sizes to ensure that the experience remained consistent across desktop, tablet, and mobile.

Layouts, typography, imagery, navigation, and product grids were adapted to smaller screens rather than simply scaled down from desktop.

Navigation Architecture

The navigation structure was developed to make a diverse product catalog easier to explore.

Customers can move between product categories and collections without unnecessary complexity, creating clearer paths toward relevant products.

Reusable Components

Rather than building one-off sections for individual pages, we developed reusable Shopify components that could support future products, campaigns, and merchandising initiatives.

This approach reduces development overhead and gives the client greater control over the storefront.

Content Management

Key content areas were structured around Shopify's native Theme Editor, allowing the Wilde House Paper team to manage important storefront content independently.

This included promotional content, featured products, collections, and other key merchandising areas.

Performance Optimization

Performance was considered throughout development, particularly given the visual nature of the brand.

This included:

  • Minimizing unnecessary JavaScript
  • Maintaining clean theme architecture
  • Optimizing image implementation
  • Reducing unnecessary third-party dependencies
  • Avoiding excessive page-builder overhead
  • Keeping reusable components lightweight

Quality Assurance

Before launch, the storefront underwent extensive testing across modern browsers and device sizes.

We verified responsive behavior, layout consistency, navigation, product functionality, content sections, and overall storefront presentation to ensure the final implementation matched the approved designs and performed reliably.

Result

The completed Shopify storefront successfully brought Wilde House Paper's Figma designs to life while providing the brand with a flexible and scalable ecommerce foundation.

The final experience maintains the thoughtful visual language of the brand while providing the functionality required to operate a growing Shopify store.

The project delivered several important outcomes:

  • Successful translation of Figma designs into Shopify
  • Pixel accurate implementation
  • Custom Shopify theme development
  • Shopify Online Store 2.0 architecture
  • Mobile optimized storefront
  • Reusable and flexible theme sections
  • Structured product and collection templates
  • Improved product discovery
  • Flexible content management
  • Clean and maintainable theme architecture
  • Performance-conscious implementation
  • Scalable foundation for future growth

Rather than simply delivering a storefront that looked like the original Figma designs, the final implementation turned those designs into a functional Shopify system that the brand can continue to use and expand.

The result is a digital experience that reflects Wilde House Paper's distinctive approach to journaling and intentional living while providing the technical flexibility needed for ongoing ecommerce growth.

Client Feedback

  • We came to the project with a detailed Figma vision, and the final Shopify store captured it beautifully. The attention to detail throughout the build was impressive, particularly in translating the design across different devices while keeping everything easy to manage. The result feels true to the Wilde House Paper brand and gives us a strong foundation to keep building on

    Team WHP