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Feelrooty / Custom storefront

Your design and offers need more than a page builder and app widgets can carry.

Feelrooty's redesign, built into Shopify for the team to edit.

Inicial's Figma redesign, built as a custom theme with packs, gifts and cart offers.

DTC brandVisit Feelrooty (opens in a new tab)
Check partnership availability

An enquiry first, nothing booked. I reply by email, usually within a day or two.

Feelrooty's live Shopify storefront with its CalmRooty product, brand design and navigation
Live Feelrooty storefront, captured 23 September 2026. Visual design by Inicial; theme implementation and responsive adaptations by Tim Androja.
Visual design
Inicial (opens in a new tab)
My role
Technical direction, Figma-to-code implementation, theme and app development, Shopify configuration and ongoing support. Figma remains part of how we work.
Working together
More than a year. I help Grega and the team work out what's possible and choose a technical approach, and stay available in Slack.

01

Custom choices, built around the design.

Using the apps' own widgets would have meant designing the pages around them. Keeping the rules in Nerd Functions, an app for bundle and discount rules, and building the selectors myself lets the interface follow the design instead.

Customers choose packs, flavours and gifts inside the design. Appstle still runs subscriptions.

Choose the pack and flavours in one place.

Single, two-pack and four-pack options, with the total, savings and cost per serving updating as customers choose.

MagicRooty product page with a two-pack selected and a flavour selector for each pack.
The pack and flavour choices within Feelrooty's design. Supplied project screenshot.
See the mobile layout
Mobile MagicRooty page with Cacao and Coffee selected for a two-pack, showing the total and cost per serving.
The same pack and flavour selection on mobile. Live store capture, 23 September 2026.

Cart offers follow what the customer has chosen.

An empty cart offers a Rooty product with a flavour choice. With a Rooty product in the cart, accessories carry the configured discount.

Empty Feelrooty cart offering MagicRooty with a choice of flavours.
Empty cart: choose a main product and flavour here. Supplied project screenshot.
Feelrooty cart containing MagicRooty and a discounted RootyTumbler, with further accessory suggestions below.
With a Rooty product: the cart applies the configured accessory discount. Supplied screenshot, focused on the cart; open it for the full view.

The design in motion.

The cart updates without a page reload and keeps its custom transitions. The shipping bar and totals follow the offer rules.

02

The team handles everyday changes.

Every flavour and pack combination was its own product, with its own page. I rebuilt the catalogue with flavours as variants of one product. I also prepared reusable sections and offer rules the team configures in Shopify.

The team edits text, images, prices and translations, picks cart accessories and assigns free gifts.

Illustrative merchandising change

  1. Shopify adminAdd a product to the upsell collection
  2. Cart, with a Rooty productThe accessory appears with its discount
A change the team can make in Shopify admin, without a developer.

03

Shared development for two stores.

Feelrooty keeps its international and Slovenian stores separate. I built the theme around one shared core, with content, templates and settings kept per store.

Development happens in one place, for both stores.

Illustrative theme architecture

Shared developmentOne theme core

The common implementation I maintain.

International storeIts own templates and settings

Multiple languages, currencies and market pricing

Slovenian storeIts own templates and settings

Store-specific content and editing

Shared code, with content and settings kept separate for each store.

Rollout in progress. The setup is live on feelrooty.com. Bringing the completed architecture to the Slovenian store is the next release.

Multiple languages and markets.

I configured languages, currencies and market pricing, so customers can browse translated content and see prices for their market. The team manages the translations in Shopify.

Feelrooty's Hungarian product page with translated pack and subscription options and prices in forints.
One market example: Hungarian content and prices in forints. Live store capture, 23 September 2026.

04

A place to check changes before release.

Editing the live theme would put unfinished content and missing translations in front of customers. The team prepares changes on staging, a copy of the live theme. After the code merge, Stage & Translate adds supported missing translations to the live theme.

We review changes together before they go live.

Illustrative release workflow

  1. 01Prepare on staging

    Prepare theme sections and content. Translate with Translate & Adapt, Shopify's translation app.

  2. 02Review together

    Check the page and buying interactions with the team.

  3. 03Release theme files

    Merge the agreed code into the existing live theme.

  4. 04Transfer & check

    Add supported missing translations with Stage & Translate, then check live.

Theme files and translation transfer are separate steps. Products and other shared store data need their own review. Explore Stage & Translate
Project scope
  • Figma-to-code theme implementation, responsive layouts, content and SEO migration.
  • Mix-and-match packs, gifts and cart offers, with the existing Appstle subscriptions retained.
  • Custom storefront interactions and animations, including server-rendered cart updates and a shipping bar animated from API data.
  • Reusable sections, a catalogue rebuilt on variants, merchandising controls and team onboarding.
  • Shared theme architecture for the international and Slovenian stores.
  • Language, currency and market pricing setup, with a staging workflow for theme changes and translations.
  • Ongoing technical direction, Shopify configuration and technical support for the team and its agencies.
  • Technical coordination with the team's other agencies, including tracking and Klaviyo integrations.

Next step

An established brand with a design your store can't carry yet?

Tell me what your store runs on now: the theme, the apps and where your team makes changes.

In a partnership I propose the architecture, keep the roadmap and plan each month's work with your team.

How the partnership works
Check partnership availability

Not ready to talk yet? The approach behind this build is a free decision plan.Get the decision plan ↗