A shop as colourful as the socks it sells - built in 2022 and still running.
Online shop · Custom theme
Loni
October - December 2022
Development
The film
Socks, collections and a gift box - the Loni shop in under a minute.
At a glance
For Loni - a Polish brand of colourful, patterned socks - I built an online shop on a theme written from scratch: blocks the team arranges into pages, collections with their own colours and icons, gift boxes and a page about the brand’s care for the planet.
01 - The problem
A playful brand that would not fit a standard shop template.
Loni designs socks with dogs, cars, abstract patterns and paintings - each collection with its own mood. A standard shop template would have flattened all of that into the same grey grid of products.
The brief: a shop that looks like the brand, lets customers browse by collection in one tap, sells gift boxes alongside the socks, tells the brand’s eco story - and stays easy for the team to change on their own.
02 - The vision
Colour first. Then make it last.
Three principles drove every decision:
- Every collection has a colour. Each page opens with its own colour field - violet for the brand story, green for the planet, mint for the dog collection - and the collection buttons carry small icons, so browsing feels like flipping through the socks themselves.
- Blocks, not templates. Sixteen blocks - a hero slider, a product slider, category tiles, an FAQ, a process, reviews and more - let the team build new pages and campaigns without a developer.
- Built to last. A theme written from scratch, with every shop screen restyled to match - so it kept working through years of platform updates without a rebuild.
03 - Who it’s for
Built for people who like their socks loud - and the team that keeps adding new ones.
Pattern hunters
They come for dogs or cars on their socks. One tap on a collection button shows just that theme.
Gift buyers
Socks are a classic gift. Gift boxes sit right next to the socks, with matching designs suggested on the product page.
Conscious shoppers
They want to know how the socks are made. The eco page tells the brand’s story in its own green colour.
The Loni team
Adds products and builds pages from blocks in the panel - campaigns, collections and FAQ without a developer.
04 - Technology & the challenge
A widely used shop platform, dressed entirely in the brand.
The shop runs on a widely used e-commerce platform with a theme of my own, started from my starter kit for shops. Every screen a customer sees was restyled - the listing with filters and collection buttons, the product page, cart, checkout, the customer account and even the order emails - so nothing looks like a default shop.
The challenge was keeping it simple for the team while it looks bespoke: all the colour and character lives in blocks with plain fields, so a new collection page is a few blocks and a photo, not a design project.
05 - The workflow
Theme. Blocks. Shop. Launch.
The theme came first, then the sixteen blocks, then every shop screen, page by page, on desktop and mobile. The brand and eco pages followed, along with the thank-you page and order emails, and the shop went live at the end of 2022.
06 - Feature highlights
A product page that sells the next pair.
Every product page shows matching designs and the payment options up front - so a gift box leads to the socks that go in it.
+ Collections with icons
Dogs, cars, Venus, Mondrian, abstract - each collection button has its own small icon, and the active one is outlined, so customers always know where they are.
+ Emails in the same style
Order confirmations and account emails were restyled too, so the brand does not stop at the checkout.
07 - Results
Still selling on the same theme, four years later.
Loni runs on loni.pl on the theme built in 2022, with its collections, gift boxes and eco story - proof that a shop written for the brand does not have to be rebuilt every year.
Like what you see?
Let’s build the next one.
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