boogie + birdie

Brand Identity, Shopify Website, Retail Storefront


Rebranding and refreshing a nature-filled lifestyle gift shop

boogie + birdie is a country-inspired gift shop in downtown Ottawa that needed a new Shopify website design and refreshed brand identity to more accurately reflect its chic, natural vibe.


Our project kicked off with a strategy workshop, where I learned from shop owner Christa that her concept for the store was a small-town country shop in a big city. The shop had evolved over the past few years, from a quirky kid's shop to a nature-filled gift shop with lots of handmade items with stories and personable experiences for her customers. The shop needed new branding and a website to reflect this evolution.

Working closely with Christa, I created a refreshed brand identity for the store that expresses its essence: comfort, nature and the feeling of retreat. The brand's colours are pastel with all seasons represented and paired with a classic (and Canadian-made!) font.


We next created a customized new Shopify website. The refreshed ecommerce site brings the shop's essence online while strategically guiding visitors through its collections and artist spotlights. Top of mind was to ensure that the site addressed pain points from actual website users, such as being able to browse by artist or vendor.


Store-wide applications

The new brand elements were applied across the whole shop: from business cards, to hang tags and to the store window. There are so many ways to creatively apply a cohesive brand look, like Christa's idea to match her tissue paper to the new brand colours, or using the pattern in the logo as a large-scale window vinyl decoration.


The result is an elegant brand that refreshed and more accurately reflected the shop's offerings. boogie + birdie's custom redesigned Shopify website improved online sales immediately, and successfully served as the shop's main point of sale during the COVID pandemic.