Brand before template
A high-contrast editorial language, condensed type and expressive pattern work prevent the storefront from feeling like an off-the-shelf theme.
01 / Case study
A bold store for a spirit that refuses to imitate.
Lead UI/UX design for Crossip at Squashed Pixel—translating a bar-born alcohol-free drinks brand into a distinctive, responsive Shopify experience.
02 / The brand
Born behind the bar. Built for mixing.
Crossip creates bold 0.0% spirits designed to bring depth, texture and complexity to drinks. Its proposition is not about pretending to be alcohol; it is about giving bartenders and drinkers a genuinely characterful alternative.
The digital challenge was to retain that confidence while making a growing product, recipe and stockist ecosystem easy to understand. The result needed the atmosphere of hospitality and the clarity of a high-performing store.
03 / Design direction
Distinctive enough to stop. Clear enough to shop.
A restrained black-and-white foundation lets saturated product photography do the selling. Pale yellow accents, oversized type and modular line patterns create a visual signature without competing with the content.
Product with purpose
Flavour, serving ideas and purchase information sit together, helping each bottle feel distinctive without slowing the path to basket.
Content that converts
Recipes, stories and stockist discovery turn the site into a useful brand destination—not simply a product catalogue.
04 / Responsive storefront
One personality, designed at both sizes.
Desktop and mobile were considered together. Hierarchy, product imagery and calls to action adapt deliberately, preserving the same confident reading rhythm rather than shrinking the desktop composition.
05 / Product experience
Flavour, confidence and conversion in one journey.
Product pages balance a direct purchase path with the detail a new category needs: flavour profile, serving suggestions, social proof and the wider range. The system supports discovery without making the buying decision feel complicated.
Product detail experience · Open full design06 / Content ecosystem
The brand continues beyond the bottle.
Recipe discovery and stockist search give customers practical next steps. Their templates share the storefront's typography, spacing and interaction language while handling very different content needs.
07 / Design outcome
A coherent Shopify direction with room to grow.
The work established a responsive visual and interaction system across commerce, editorial, recipes and stockist discovery. It gave the brand a confident digital expression while keeping the everyday journeys direct and usable.
- Responsive homepage and navigation
- Product discovery and detail templates
- Recipe, article and stockist experiences
- Reusable Shopify-ready modules