The Devil Makes Three: Merch Store Redesign on Shopify

This project involved a complete reskin and optimization of the official merch store for the Americana trio The Devil Makes Three. Built on the Shopify platform, the goal was to align the visual experience with the band’s primary site while vastly improving product organization, mobile usability, and overall checkout flow.

Design & UX Goals

The band’s merch has a strong identity and a loyal fanbase, so we wanted the online store to feel just as curated and cool as the merch itself. Our objectives included:

• Reskin the Shopify theme to match the aesthetic of the main site

• Refine product categories and layout for better navigation and discoverability

• Enhance product descriptions and hierarchy for clarity and conversion

• Streamline the checkout experience, particularly on mobile

• Create a seamless subdomain connection with their primary URL for brand consistency

Visual Design

We pulled in colorways and typography from the band’s main website to maintain a cohesive brand experience. Dark, moody tones mixed with clean layouts allow the product designs, many of which are illustrated or printed with vintage grit, to shine.

Subtle stylistic choices were made to highlight the personality of the band without overwhelming the shopping experience. Product pages were designed to showcase items clearly, with ample space for sizing info, materials, and high-res imagery.

Technical Enhancements

• Shopify theme customization to match branding and improve UI

• Subdomain setup: we established shop.thedevilmakesthree.com for a clean, branded URL

• Improved product organization with tags and filters for easier browsing

• Mobile-first optimizations to ensure a smooth experience from homepage to checkout

• Tweaked checkout flow to reduce friction and improve conversion

Outcome

The updated merch store is now fully aligned with the band’s digital presence, offering fans an intuitive and visually compelling shopping experience that does justice to their incredible merch line. Whether fans are browsing on mobile at a show or scrolling late-night from their laptop, the store feels immersive, on-brand, and easy to use.