Backspace Body
A self-directed concept for a refill-first body care brand: naming and positioning through identity, then a Shopify storefront designed around refills and subscriptions rather than one-off purchases. Built to show what the category looks like when the brand and the buying experience are designed together.
The problem
Body care is a category of look-alikes — clinical packaging, interchangeable names, single-purchase mechanics. Refill programs are usually bolted on after launch, so the experience fights the business model it’s meant to support.
The approach
Ran it end to end as a concept: naming and positioning first, then identity and a copy system, then a Shopify Horizon storefront designed for refills from the first screen. A variant carousel handles bundles and refill packs natively instead of stacking three apps to fake it.
The outcome
A complete brand-to-storefront concept where the refill loop is the design, not a feature — showing the brand layer and the ecommerce UX layer built as a single argument.
A few pieces of the build
Outcomes worth measuring
- ConceptSelf-directed
- End-to-endName → storefront
- Refill-firstDesigned, not bolted on
Have a project like this?
Send the link or the screenshot you keep meaning to share — I'll come back with where the seams are and what's worth fixing first.