I began mocking up the website in Illustrator based on some of the constraints we had with Shopify, knowing that we would need to do some custom theme work. Explore Everywhere - Adventure Anywhere became our tagline and we wanted to use imagery and social media to show that. Each product would now have its own page, with the colors as variant options. On the product description page, I wanted to simplify the wording down, but also bring in icon descriptors for our key features.