Case studiesOuchieCap
OuchieCap case study: a custom Shopify theme for an inventor-led brand, and the sub-brand that followed.
How we built ouchiecap.com — a custom theme and payment gateway integration for a wearable comfort product shipping direct to parents — and kept building: twenty SEO articles, the OuchieSnuggles sub-brand with its wordmark and four characters, and the launch storefront for the plush line.
- Client
- OuchieCapChildren’s comfort products, inventor-led, USA
- Scope
- Custom theme + sub-brandThree years: theme, content, OuchieSnuggles
- Platform
- ShopifyPayment gateway integration
- Live site
- ouchiecap.com Built and maintained by Aqsa Shahzad Official
The challenge
A product nobody has seen before, sold by the person who invented it.
OuchieCap is a new category. A parent landing on the site has never heard of a comfort cap, so the storefront has to explain the moment — a crying child pushing away a cold pack — before it can sell the answer.
Inventor-led brands need a store that does the explaining for them: a custom theme, not a template, and a checkout that takes the payment methods parents actually use.
Then the brand grew sideways. Children reached for the cap as a comfort object, and a second line — OuchieSnuggles, plush characters — needed a mark, a launch page and a storefront of its own.
And a new category has no search demand until someone writes it: the questions parents ask had to become content.
What we built
Custom theme first, then the brand kept growing.
The theme sold the first product; the retainer built the second line and the content around both.
A custom Shopify theme
Built for a single-product story — the moment, the product, how it works, the reassurance — with the payment gateway integrated so checkout works the way the brand needed from day one.
Twenty SEO articles
A content programme written for the questions parents search — calming a hurt child, why comfort comes before relief, how the cap works — and for the brand’s own story: Meet OuchieCap, why we created it, from OuchieCap to OuchieSnuggles.
The OuchieSnuggles sub-brand
A one-line wordmark in black and in colour, and four characters designed for the plush line — Lilly, Toby, Tulip and Kosmo — each with a full set of character imagery for the store and the launch.
The OuchieSnuggles launch storefront
A “Something magical is coming” launch page and store section for the plush line, on the same Shopify store, with the characters front and centre and the payment options carried over.
Three years of the same team
A monthly retainer: the theme, the content and the sub-brand all shipped by the people who built the first version, so nothing has to be re-learned.
Results
Revenue up, a second line launched, a category explained.
- The category is explained before it is sold. The theme walks a parent from the moment to the product to the reassurance, in that order.
- A second line without a second agency. OuchieSnuggles got its wordmark, its characters and its launch storefront from the team that already knew the brand.
- Search demand written into existence. Twenty articles answer the questions parents type, and point them at the product.
- Checkout that fits the customer. The payment gateway integration means parents pay the way they expect to, on the first try.
Scope & stack
Services delivered, and the stack behind them.
- Services
- Stack
ShopifyStorefront and checkout- LiquidTheme language, custom sections
JavaScriptTheme behaviour, no framework
CSSOne stylesheet, no page builder
- Approach
More work
The other retainer builds.
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