A keepsake brand built to match the craft of the object

A premium Shopify build for an artisan studio forming sculpted dog busts and keepsakes. Paced like a gallery, structured like a shop, and true to the loyalty of forever.

Visit live site

Fetch & Form — full collection of ceramic dog busts on display

01Brief

Fetch & Form make a quiet, deeply personal object. Their previous site was selling them short — fast enough, but visually noisy and structurally confused around their two routes to purchase: ready-to-ship pieces, and custom commissions that begin with a breed and a photograph. The brief was to give the work the room it deserved and to make commissioning feel like a conversation, not a checkout.

Scope

Shopify storefront design & build
Breed discovery system
Custom commission flow
Product photography direction
Performance & SEO foundation
Studio handover & training

Stack

Shopify
Liquid
Hydrogen primitives
Cloudflare
Klaviyo

02Approach

Quietly, deliberately, in order.

01
We rebuilt the storefront around the object. Product photography sits in generous space, on warm tonal grounds, with type that lets the form speak first. Nothing competes.
02
Breed discovery was the structural unlock. We replaced a long alphabetical list with an editorial index that respects how people actually search — by silhouette, by group, by remembered name — so a Cavoodle is found in seconds and a less common breed never feels like a dead end.
03
Custom commissions follow a deliberate, four-step rhythm: choose the form, share the dog, confirm finishes, place the deposit. Each step is its own page; the wait is named honestly; the studio's voice carries throughout.
04
We held to a strict performance budget on a Shopify build. Theme code is hand-written; third-party scripts are gated and lazy; product imagery is served at the right size, the right format, every time. Mobile feels as considered as desktop.

03Selected screens

Fetch & Form — custom commission page with real dog alongside ceramic bust — Hero — the object and its origin, side by side

Fetch & Form — product detail page with size selector and finish options — Product — every option clear, nothing to hunt for

Fetch & Form — breed search grid showing Afghan Hound, Akita and Alabai ceramic busts — Our Den — a grid built for how people actually browse

Fetch & Form — artisan attaching a handwritten swing tag to a wrapped dog bust before dispatch — The Final Touches — every piece signed off by hand

04Outcome

Numbers are useful. Trust is the work.

+52%

commission enquiries, three months in

1.4s

median product page load, mobile

+19%

conversion on ready-to-ship range

Lighthouse performance, mobile

The clearest signal is qualitative: customers now arrive at the commission form already understanding the process and willing to wait — which is exactly what custom work needs.

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