Projektityyny. A mobile-first store launch for a Nordic-inspired textiles brand
Projektityyny Shopify case study.Shop by picture, not by filter
Projektityyny is a Nordic home textiles brand from West Dorset, known for its patchwork quilts, with more than 115,000 followers on Instagram and features in Vogue, Elle Decoration and House & Garden. I designed its bespoke Shopify store mobile first, with the brand’s photography leading every page.
Projektityyny bespoke Shopify brief.A store as considered as the quilts
The Projektityyny brief was a bespoke Shopify store for a brand that had outgrown its old one. The product and the photography were already beautiful. The store wasn’t keeping up.
The old site dropped customers into collections and left them to filter. The job was to open up the range, let the photography lead and give the team a system to grow with.
- Sector
- Home
- Built by
- Tom Blanchard
- Live
- Designed for
- Over 80% of visitors on mobile, from the UX review of the old store.
- Measured
- GA4 visitors by device on the old store: 81% on mobile in September and October 2024, 84% in February 2025.
- Website
- projektityyny.com
Projektityyny Shopify store design.Built around the photography
Every Projektityyny decision below starts on a phone and lets the photography do the selling.
Purchase journey review.Start with where people shop.
I mapped Projektityyny’s whole purchase journey against the GA4 data. Over 80% of visitors were on a phone, so every screen was designed mobile-first, then scaled up to desktop.
Image-led navigation design.Shop the way people think about their home.
Projektityyny’s menu gives three routes in: by product, by room and by print. Each leads to its own page, so the menu becomes the start of shopping, not a list of links.
Shopify homepage design.Let the photography lead.
The Projektityyny homepage puts big image cards, considering pacing and generous space first. The design never competes with the prints. It frames them.
Shopify lookbook design.Keep every collection earning.
Every past Projektityyny collection stays live and shoppable in its own lookbook. As of October 2026 there are 17, going back to 2020, so the campaign photography keeps working long after the season ends.
Shopify cross-sell design.Styling advice, not random picks.
Projektityyny’s product pages show each print across the range, so a quilt leads to the matching baby quilt or bag, and the cart picks it up again. It reads like styling advice from the brand, not a sales tactic.
Ecommerce design system.Restraint that lets the prints lead.
Projektityyny’s design system pulls back anything that competes with the product: tighter type, deliberate spacing and room to breathe. Colour contrast and type sizes were set for accessibility from the start, and every screen was handed over in Figma.
More Shopify success stories.Other stores, other problems. Solved.
Thameen London. Off headless, onto a premium theme the team runs themselves
Beauty · March 2026
Whistlefish. A Shopify 2.0 redesign their own team now builds on
Stationery & gifts · April 2025
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