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Cashmerette - Shopify website design for a plus size sewing brand moving from Wordpress to Shopify.


Custom Shopify website and brand identity design.

The Challenge

Cashmerette is a sewing pattern brand based in Boston. It celebrates curves, confidence, and limitless style. With a desire to prioritize her online store, founder Jenny Rushmore came to us for a new, custom Shopify site. It needed to keep valuable search traffic from her WordPress blog and to integrate several backend programs. Visually, the goal was a website design that felt more like a clothing brand than a craft website.

Our Approach

We redesigned the Cashmerette site with sophisticated branding and a front-and-center online store. For the branding, we created a polished wordmark and bold, bright patterns reflective of fabric patterns. Then we moved the main website & shop from WordPress to Shopify. As part of the move, we redesigned the blog and moved it to a subdomain, while maintaining a cohesive sense of Cashmerette’s signature confident style.

Cashmerette - print design.
Sewing patterns and business card design featuring the logo and brandmark.
Cashmerette - Shopify product page for a sewing brand.
Product page design with curvy-friendly patterns.

We created a sophisticated website design and moved Jenny’s shop from WordPress to Shopify. We then carefully tracked and redirected content so important Google traffic would not be interrupted. Switching from a WordPress blog with a shop subdomain to a Shopify shop with a blog subdomain was a really significant (and strategic!) move for Cashmerette. At our 6 month website checkup, we were thrilled to see how successfully and synergistically these two platforms were bringing in organic traffic as intended.

Cashmerette - brand guide.
Brand style guide, including logo design, colors, and typography.
Cashmerette - graphic element design.
Alternate logo design for Instagram.

We started out thinking we would design a brand identity around Jenny’s existing logo. It had served as a wonderful launchpad for Cashmerette. But the logo, which incorporated sewing imagery, needed a refresh if Jenny wanted to depart from a “crafty” brand image. We designed a sophisticated word mark, removing the needle iconography from the logo lettering. The resulting script logo feels polished and reminiscent of sewing without ever showing a thread or needle.

We worked with Aeolidia to help continue evolving Cashmerette, from its origins as a home-made one-person blog, to its new status as a professional store focused on selling patterns. Creating a custom template allowed us to have a more polished and frictionless user experience, and add the various features we wanted. The refreshed brand identity work also made it easier for us to have a consistent brand look and feel across all our marketing touchpoints.

Jenny Rushmore

Cashmerette - headshot of Creative Director, Jenny Rusmore.
Headshot of Cashmerette Creative Director, Jenny Rusmore.
Cashmerette - business card design.
Business cards with bold, playful, graphic patterns.

Let's take your online shop to the next level

The Shopify websites we design have a reputation for substantial improvements to ecommerce conversion rates and online sales. Let's talk!

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