Bobine publishes a paper magazine and guides about French regions and craft. We rebuilt its Shopify store so it carries on from the magazine instead of stepping out of it: a tighter purchase journey, reader reviews, a map of stockists.
A store that reads like the magazine, not like a site parked next to it.
The project
Bobine has published a paper magazine and guides since 2021, telling the story of French regions, crafts and the people who keep them alive. Every issue is a limited run and is never reprinted. The online store already existed, hand-assembled, but it felt like a second site sitting next to the magazine, the podcast and the newsletter.
Two problems stacked up. Readers left one world for another the moment they clicked Shop: different lettering, different tone, buying turned into paperwork. And the catalogue holds only a handful of items, one guide and three issues, which leaves little material to build desire without repeating the same argument three times.
We took the magazine's cues, the bubble lettering, the near-black ink, the green buttons, and hand-coded every section of the theme. The journey is direct: a product page that shows the inside of the guide, reader reviews right below, a side cart that slides in with the free postcard. The team changes photos, copy and stockists from Shopify.
Results
- A store rebuilt in the magazine's own codes, online since August 2026
- A product page with reader reviews, FAQ and a side cart with a free gift
- A map of France with 38 stockists, kept up to date by the team
Tools
- Shopify
- Publisher theme
- Liquid
- Google Maps
