Client: Fresh and Good Food Solutions
Role: Shopify Development, Liquid Customization, UI Design
Duration: 2 months
Stack: Shopify, Liquid, JavaScript

SHOPIFY · MULTI-BRAND STOREFRONT

Five Shopify brands. One storefront and one checkout.

Fresh and Good Food Solutions operated five independent Shopify stores under one company. That structure preserved each brand's identity, but it created separate purchasing journeys, duplicated maintenance and unnecessary technical complexity. I designed and developed a unified Shopify storefront that kept the brands visually distinct while bringing them onto one technical foundation.

View live site

Fresh and Good Food unified Shopify storefront shown on a laptop — The unified Shopify storefront gives each food brand its own presentation within one purchasing system.

SITUATION

The context behind the work

Each brand had its own storefront and established customer expectations. A simple visual merger would have weakened those identities, while maintaining five stores created operational and customer friction.

CLIENT PROBLEM

What the system needed to solve

The system needed to behave like one store technically while continuing to feel like five distinct brands to customers.

Constraints

Existing brand identities had to remain recognizable.
Customers needed one checkout.
Brand-specific delivery and date requirements still needed to be communicated.
The implementation needed to avoid unnecessary app dependencies.
The storefront needed to remain maintainable.

MY RESPONSIBILITIES

Project and information architecture
Interface design
Shopify theme implementation
Liquid development
Brand-specific presentation logic
Cart experience
Responsive implementation
Performance cleanup

APPROACH

Turning the requirement into a maintainable system

Separate brand perception from platform architecture

I treated the brands as distinct customer experiences supported by one shared commerce foundation. That made it possible to preserve recognizable brand cues without maintaining five customer-facing stores.

Make brand behaviour explicit

Product taxonomy and structured brand data became the source for presentation rules, delivery information and cart grouping. The result was a system that could apply the right behaviour consistently instead of relying on one-off page edits.

TECHNICAL SOLUTION

How the core parts were built

Brand-specific presentation from one foundation

Structured product data and brand taxonomy were used to control visual presentation and product behaviour while retaining a shared Shopify foundation.

Brand rules control colour, content and product presentation without splitting the storefront.

Custom Liquid architecture

Custom Liquid logic applied brand-specific templates, styling and content rules without relying on a separate storefront for each brand.

Fresh and Good Food Shopify theme example demonstrating custom Liquid logic — Custom Liquid selects the appropriate presentation and business rules from shared theme code.

Brand-grouped cart

Cart items were grouped by brand so customers could understand which products belonged together and view the relevant delivery or date requirements before checkout.

Shopify cart items grouped under their respective Fresh and Good Food brands — Grouping maintains brand context and exposes the right fulfilment information before checkout.

Storefront cleanup

The implementation reduced reliance on unnecessary legacy scripts and dependencies while keeping the purchasing experience responsive.

Guided meal-plan selection

A custom storefront tool helps customers identify suitable meal plans using BMI inputs and nutritionist-defined parameters supplied by Fresh and Good Food Solutions, including dedicated paths for therapeutic or specialized nutrition plans.

VISUAL WALKTHROUGH

Selected interface details

The cart presentation is backed by Liquid rules that associate items with their brand requirements.

Fresh and Good Food meal-plan finder interface — The meal-plan finder turns nutritionist-defined parameters into a guided storefront flow.

FINAL OUTCOMES

What the completed system provides

Five brands operate through one Shopify storefront.
Customers can purchase across the brands through one checkout.
Each brand retains a distinct visual and product experience.
Cart items remain clearly grouped by brand.
The company manages one technical storefront instead of five separate customer-facing purchasing systems.

IMPORTANT DECISIONS & REFLECTION

What mattered most in the final decision-making

The central design decision was to treat brand independence as a presentation and behaviour problem, not as a reason to preserve five technical storefronts. Shared architecture only worked because the brand rules, fulfilment information and cart context remained explicit throughout the customer journey.

**James**CEO, Fresh and Good Food Solutions

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