Elevating a Legacy Brand with Shopify 2.0

UX & UI Design • Web Development • Shopify Plus

The Sak

The Sak

The Sak

The brief

The Sak, a heritage accessories brand beloved for its relaxed silhouettes and hand-crocheted craftsmanship, needed a digital experience that felt as thoughtful and intentional as its products. Their existing site lacked the flexibility, speed, and mobile-first functionality required to support modern shopping behavior — and they needed to evolve without losing the familiar qualities their customers loved.

The brand partnered with Roswell to lead a full redesign and migration to Shopify 2.0, creating a cleaner, faster, more intuitive experience that honored their legacy while setting the foundation for long-term eCommerce growth.

Full Bleed Image

The approach

Roswell began by mapping every essential user flow on the existing site to ensure a seamless migration with zero loss of functionality. With those requirements documented, the UX and development teams rebuilt the experience using mobile-first principles and Shopify 2.0’s modular architecture.

Our goal: Elevate the brand. Modernize the experience. Preserve what customers already trust.

We upgraded page hierarchy, improved visual identity, streamlined shopping paths, and implemented a flexible content system that empowers The Sak’s team to update and scale pages post-launch without technical support.

The execution

Shopify 2.0 Migration Rebuilt the entire storefront on a modular 2.0 architecture, unlocking cleaner code, better performance, and more flexible content editing.

Full-Site Redesign Modernized the homepage, PLPs, PDPs, and cart experience with elevated visuals, improved navigation, and clearer product storytelling.

Mobile-First UX Enhancements Implemented stronger UX patterns to improve filtering, browsing, variant selection, and checkout across devices.

Preservation of Critical Functionality Maintained custom filters, bundling logic, specialized content modules, and key features loyal customers relied on.

SEO & ADA Improvements Ensured the new site met accessibility standards and preserved SEO value during the platform migration.

4%

increase in Average Order Value

The results

Early Performance (First 3 Months Post-Launch)

  • 4 percent increase in Average Order Value (AOV), signaling stronger product exploration and more confident carts
  • Noticeable improvements in page speed and load performance, especially on mobile
  • Smoother navigation, resulting in increased time on site and deeper engagement
  • Positive feedback from long-time customers and internal stakeholders, validating both the redesign and the brand-forward experience

Platform Impact

The Sak now has a modern, flexible, and scalable Shopify 2.0 architecture designed to support future growth, faster launches, and richer brand storytelling. With a familiar-yet-elevated shopping experience, the brand is better positioned to serve both loyal customers and new audiences with ease.