Tabishi

Context

Tabishi is a travel-inspired clothing brand from Salerno: three mood collections (Connessioni, Libertà, Quiete), a penguin as mascot, phrases on every garment taken from the founder’s own Bushido, and a travel journal that is as much part of the brand as the products. Made to order, organic cotton, shipped across Europe. Their site ran on WordPress: hard to maintain, slow, and not built for selling. The move to Shopify had to bring everything across, products, content and rankings, and come out the other side feeling more like Tabishi, not less.

Platform: Shopify (Dawn, custom Liquid) · Site: tabishi.com

The brief

• Migrate from WordPress to Shopify with no loss of content or search visibility.

• Build a store that matches a brand with a strong personality and a story to tell.

• Make product and editorial content live together, since the travel journal is part of the brand.

Decisions

A design system, not a theme

Starting from Dawn, the store got its own system: a handwritten display face paired with a clean sans, a teal palette, and custom sections (mood highlights, mood quiz, sustainability blocks, reviews, product tabs) that give every page the same voice.

Shop by mood

The catalogue is organised twice: by product (Scaldatorso, Mezzamanica, Copricoccia) and by mood collection. A custom quiz asks a few questions, tells you which garment fits your mood today, and captures the email for a first-order discount.

Product architecture that scales

Short native description for the card and above the fold, long description in a metafield feeding custom product tabs. One structure for 66 products, easy to keep consistent as the catalogue grows.

Editorial and commerce in one place

The travel journal is built as a magazine, with an article template with table of contents sidebar and in-article photo galleries, plus collection hero banners and custom collection templates linking content and product both ways.

Migration with SEO intact

URL mapping and redirects, SEO titles and descriptions across every product and collection, and a performance pass (WebP images, layout-shift fixes, lazy-loaded embeds) so the new store loads faster than the old site.

Small conversion details

Exit-intent popup with a merchant-editable delay, a cart-drawer discount flow that stays open after applying a code, first-order discount logic that always stacks with free shipping, multi-currency and Italian/English storefront.