Shopify Redesign for a Barber Subscription Brand (Impulse Theme)

Project Summary

I redesigned Victory Bladeworks’ Shopify store to lead with story, explain the value of their subscription model, and build trust with every scroll — all wrapped in a warm, retro barbershop vibe.

Full process + before/after visuals below.

About the Brand

Victory Bladeworks is a US-based brand that sells professional haircutting shears on subscription. Every 4 months, stylists get a freshly sharpened pair — no downtime, no upfront cost, full coverage.

Their mission is simple: serve the people behind the chair with tools they can trust, in a system that actually works for them.

Brand Mission — Screenshot from the redesigned about page

Shaping Impulse Theme into a Story-Driven Shopify Store

Victory Bladeworks had just migrated to Shopify and started building their store using the Impulse theme when they reached out.

The founder, Henry, had a clear vision: lead with story, build trust before the sale, and create a shopping experience that felt personal — like it was made for barbers, not just marketed to them.

They had already drafted strong copy and brand storytelling. My role was to shape their draft into a Shopify site that tells the story, sells the subscription, and earns trust without losing soul.

Brand Video — Screenshot from the redesigned home page

Design Goals: Lead with Story. Build Trust. Convert.

Most eCommerce stores push products first. Victory Bladeworks wanted to do things differently — welcome visitors in, tell a story, and make it clear why the subscription matters.

1. Story-first layout to show heart before they ever scrolled to pricing.

2. Clear explanation of the 3-tier subscription model, its benefits and value.

3. Retro-inspired visuals (warm tones, character-rich typography, and real people front and center) to reflect military precision, WWII-era grit and barber culture.

4. Mobile-first design for barbers on the go — everything from picking a plan to managing your subscription is optimized for small screens.

Selecting new typography — Screenshot from my Figma file

Design Process

I followed my usual flow — starting with moodboards and visual directions, then building a custom style guide with colors and typography to bring it all to life inside the theme customizer.

1. Discovery & Direction

We kicked off with a deep dive into Victory’s mission, brand story, and goals for the site. Henry had already migrated to Shopify and drafted much of the content — my job was to bring clarity to the structure and visually communicate the story.

Moodboard — Screenshot from my Figma file

2. Moodboards & Visual Directions

Based on Henry’s vision, I created moodboards inspired by post-WWII Americana, 1950s ads, and vintage barbershop culture. The final palette drew from the barber pole and American flag — classic reds and blues, supported by warm neutrals and a softened orange for character.

Proposed visual directions — Screenshot from my Figma file

3. Building the Experience in Impulse Theme Customizer

Working directly in the theme customizer, I restructured layouts and sections to slow the scroll and lead with story. We focused on building trust first — then clearly explained the subscription tiers, brand story, and values.

Setting up colors — Screenshot from the theme customizer

4. Polish & Launch Prep

Once structure and content were in place, I fine-tuned spacing, typography, and mobile hierarchy to make sure it all felt seamless across screen sizes. We ended with a retro story-first store built for barbers on the go.

Style Guide — Screenshot from my Figma file

Final Takeaway

In just a couple of weeks, we turned a standard Shopify theme into a story-first experience. Every detail, from the layout to the copy, was designed to build trust, show the value of subscriptions, and make barbers feel seen the moment they land.