Defunkify

Clean by Design. Built to Perform.

A full Shopify theme revamp for Defunkify — engineered to match the brand's performance DNA, drive subscription growth, and convert athletes, adventurers, and everyday grinders at every touchpoint.

OVERVIEW

Defunkify — a non-toxic, performance-grade cleaning brand — needed a Shopify experience as bold and science-backed as its products. Their existing theme couldn't communicate the brand's story, support subscription commerce, or convert at the level the product deserved.

We rebuilt the entire Shopify storefront from scratch: a custom theme with scroll-driven animations, a fully integrated subscription flow via Stay AI, Yotpo reviews, Klaviyo, and a content ecosystem — homepage, PDP, PLP, Science, About, and Blog — all designed to convert. Since launch, revenue is up 41%.

the challenges

Outdated Theme with No Brand Identity

No Subscription Commerce Infrastructure

Weak Product Discovery & PDP Experience

Disconnected App Ecosystem

THE CHALLENGE

Defunkify had a strong product and a compelling brand story — but a Shopify theme that communicated neither. The site lacked the visual language, interaction design, and conversion architecture needed to match the brand's performance positioning.

Beyond the design gap, the project required integrating a subscription model through Stay AI, building custom scroll-driven animations, connecting Klaviyo and Yotpo into a cohesive experience, and creating a full content ecosystem — all without a pre-existing component library or design system to build from.

THE APPROACH

We built the entire storefront from scratch — starting with a full design system in Figma and translating it into a custom Shopify theme engineered to match Defunkify's performance-first brand.

Every layer was designed to convert: a dual purchase path with Stay AI, scroll-driven animations, editorial Science and About pages, and a mobile experience built to keep customers moving toward checkout.