Shopify 2.0 • Liquid • JavaScript

Wild West Beard Co. Custom Shopify 2.0 Theme

Custom-built Shopify theme for a Pacific Northwest beard-care brand — combining immersive scent storytelling, metafield automation, and rugged Western aesthetics.

Client: Wild West Beard Co. Year: 2025
Wild West Beard Co. Custom Shopify 2.0 Theme hero image

Overview

The Wild West Beard Co. storefront was reimagined from the ground up as a custom Shopify 2.0 theme designed to replace a legacy WordPress site.
The goal: deliver an immersive experience rooted in Pacific Northwest identity — balancing rugged visual storytelling with the refined feel of small-batch, handcrafted products.

Every major scent line (like Western Breeze, Fresh Frontier, Citrus Slinger, and Herbal Elixir) is powered by metafields that dynamically populate imagery, product pairings, and descriptions across the Scent Showcase, collection, and product pages.
The build emphasizes both brand narrative and conversion flow, with features like:

  • Dynamic scent linking between oils, balms, and combo kits
  • Automatic metafield hydration for shared scent data
  • Optimized mobile navigation UX with menu overlays
  • Performance-optimized image loading for lifestyle photography

The result is a modern, scalable Shopify ecosystem that preserves the brand’s Western soul while dramatically improving usability, speed, and storytelling impact.

Gallery

Client Comments

Scott Brewster — photo
“Working with Matt saved my business. I have wasted months working with a marketing agency that also offered to help me fix my website and run ads to get my product recognized more. After about 8 months of headache all they accomplished was a sophomoric front page and thousands of dollars down the Google drain. They were fast to accept payment but slow to produce any results. I would have to pester them weekly just to get half baked work. I fired them after having to wait a full 2 weeks to get the team together for a meeting then and additional two weeks with no work done on but asking for more money to complete the website. <br><br> I reached out to some friends and got in contact with Matt Blethen. I told him what my issues were with this marketing team and he immediately picked apart their work. They convinced me that I needed a Wordpress site that forwarded to my Shopify store and that it would generate a lot more leads and conversions, all it actually did was double my monthly bottom line and over complicate my page so that I couldn’t fix anything myself. Within 48 hours Matt had the Wordpress page deleted and had my Shopify home page looking better and loading faster than ever. I was impressed. We talked about where I wanted the page to go from there and that’s when the real work started. I learned very quickly that Matt takes immense pride in his work and puts everything he has behind it. Within a few days he had a great mock up of the redesign that he pictured after our conversations and I was blown away. His ability to color coordinate to match the branding and keep it consistent throughout the e- commerce store was incredible. His thoroughness of checking all the tools, widgets, buttons, and overlays just blew me away. His quickness in delivery and ability to fix any bugs that we encountered along the way was just out of this world.<br><br> Within 2 weeks I had a completely renovated e-commerce store that looks, functions and loads 20x what that entire marketing team could have ever dreamed of accomplishing. I am so proud of this new website and so happy that I was able to work with Matt. He is worth his weight in gold. From the communication, the work, and the efficiency you can feel that he really has a passion for his business. Thank you Matt Blethen, I hope you continue to grow and help as many of us small business owners as you can.<br><br> I truly can not thank you enough for your great work. ”
Scott Brewster — Owner of WildWestBeardco.com
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