Pedalare
An e-commerce platform for a cycling brand blending skate roots, punk soul, and performance-driven cyclewear.
Objective
Pedalare needed a Shopify experience that better reflected the brand’s attitude while improving the customer experience, particularly around custom orders. While the existing theme was functional, it lacked the flexibility and clarity needed to support one of the business’s most important offerings.
The objective was to customise a new theme that made ordering simpler and more intuitive, while pushing the visual identity further to better express Pedalare’s skate-rooted, punk-influenced ethos.
Strategy
The strategy focused on refining both experience and expression. A new Shopify theme was customised to improve usability across the store, with particular attention given to the custom ordering flow. The goal was to reduce friction, clarify steps, and make complex orders feel straightforward and confident for customers.
Alongside this, the theme was pushed visually to better align with the Pedalare brand. Layouts, typography, spacing, and interaction details were adjusted to introduce more edge and personality, without compromising performance or clarity.
The result is a platform that balances function and attitude. Custom orders are easier to place and manage, while the overall experience better reflects the brand’s identity on and off the bike.
Tasks
Design & UX
Shopify theme customisation
App setup & management
Discounts & promotions
Klaviyo email marketing
Ongoing maintenance
Credits
Photography: Ashlee Tough
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