BerryMae

The logo is the name in capitals, set in Krona One. There is no symbol and no tagline. A BM monogram takes over where the full name is too small to read, such as the favicon and social avatars.

The wordmark sits in the same place on every case: centred, near the bottom edge. Because it never moves, it works as the brand's signature across the whole range.

The palette is called Berry Noir. Black cherry and ivory do most of the work, and blush is the softer colour beside them.

The same three colours run through the shop, the product images and the order emails. We wrote the rules down in a short set of brand guidelines, covering the logo, its minimum sizes, the colours and the type.

The store runs on a Shopify theme we wrote for BerryMae. There is no bought theme underneath it and no page builder, so it carries only the code this shop uses.

The team can still edit the homepage, collections and pages in Shopify's theme editor without a developer.

A phone case shop has a problem a clothes shop doesn't: most of the range won't fit the customer's phone. So the shop asks which phone you have, and remembers the answer for next time.

The picker covers 68 models: 37 iPhones, 23 Samsung Galaxy phones and 8 Google Pixels. Shoppers can search for a model or browse by series, and each model has its own page of cases.

Every design comes in three case types: Tough, MagSafe Tough and Snap. A comparison shows the price, protection, MagSafe support and finish of each, so the difference is clear before anyone adds a case to their basket.

On a product page the shopper picks the case type, their phone and a gloss or matte finish. If they have already chosen a phone, the page opens on it.

Below the options, Complete the look suggests other pieces in the same design, such as a tumbler or an AirPods case.

The designs carry across from phone cases to AirPods cases, iPad folios, tumblers, passport covers, luggage tags and notebooks, with clothing and headwear alongside. The shop launched with 344 products.

The shop sells through three storefronts, for the UK, the US and the EU. Prices and delivery costs change with the market the shopper is in.

Each product page gives Google the price, delivery cost, delivery time and returns policy for the shopper's market, which Google uses in its shopping listings.

On phone case pages the data covers only the selected phone model. That took about 130KB off each case page.

We redesigned Shopify's customer emails to match the shop: 27 templates, from order confirmation and shipping updates to refunds. Each one has a light and a dark version, so it reads properly whichever mode the customer's phone is in.

We set up Klaviyo for the shop. New subscribers get a welcome series, shoppers who leave a basket or look at a product get a reminder, and customers hear from the brand again after an order.

The signup form and popup on the shop feed the same list. We also write and send the campaigns, such as new releases.

We run BerryMae's Instagram and Facebook. The feed is designed as three kinds of post: product shots, type-only posts and lifestyle images, so the grid keeps a rhythm and stays in the brand's colours.

We plan the calendar, write the captions, schedule the posts and reply to comments and messages.