Project Turtle

Project Turtle is a direct-to-consumer brand that refused to look like a Shopify template — which is exactly what their old theme made them look like.

I built a custom storefront on Shopify: bespoke theme, product storytelling baked into the PDP, and a checkout path with zero detours. All the platform's plumbing, none of its sameness.

The store now carries the brand instead of hiding it.