Work — Turtle Fur

Turtle Fur

[ Turtle Fur ][ Design / Development ][ 2024 ]Live Site

Founded in 1982 in Vermont, iconic outdoor accessories brand Turtle Fur partnered with Third + Grove to elevate its online presence and expand its market reach. Third + Grove delivered a modernized, mobile-first e-commerce experience on Shopify that brought the brand's updated visual identity to life. By integrating rich storytelling, a custom flexible design framework, and clear product architecture, the new site communicates Turtle Fur's premium craftsmanship while highlighting its commitment to sustainability as a Certified B Corporation.

[ The Challenge ]

Turtle Fur needed to modernize its digital footprint to reflect an expanding product line, ensure brand consistency, and better communicate its core values to a growing audience. The primary challenge was communicating the distinct material quality and functionality of their outdoor headwear online while weaving in their heritage and B Corp status without cluttering the shopping experience. The platform required a flexible design structure capable of supporting editorial brand storytelling without compromising performance, navigation, or mobile usability.

[ The Approach ]

Third + Grove designed and developed a modular Shopify platform featuring redesigned navigation and editorial content layouts. High-resolution product imagery and refined typography were introduced to emphasize fabric details and product functionality. Custom content modules allow Turtle Fur to seamlessly showcase seasonal collections, outdoor initiatives, and sustainability practices across desktop and mobile touchpoints, delivering a unified shopping experience rooted in the brand's heritage.