Theme Modernization

Bunnies By The Bay is a nationally recognized children’s gift brand known for its whimsical characters, illustrated stories, and heirloom-quality products. As the catalog expanded—plush toys, apparel, books, gift sets, personalization—the site structure became harder to manage.

The existing Shopify theme had outdated components, slow page loads, and inconsistent visual hierarchy. Collections were difficult to browse, product templates lacked clarity, and the overall flow didn’t fully highlight the brand’s emotional storytelling.

Puget Digital partnered with Bunnies By The Bay to modernize the entire storefront: rebuild key UX components, streamline catalog organization, improve theme performance, and create a shopping experience that reflects the warmth and charm of the brand.

The project began with a deep audit of the catalog and customer journeys. We reorganized categories around intuitive parent/child relationships—newborn gifts, plush collections, keepsakes, storybooks, and seasonal releases.

Navigation was rebuilt to support both gifting behavior and browsing by product line (“Find Your Bunny,” “Gift by Age,” etc.). We redesigned product templates to be cleaner, faster, and more conversion-friendly, placing emphasis on photography, personalization options, and cross-sell opportunities.

Theme components were refactored for speed and consistency, replacing bloated legacy sections with modern, lightweight Shopify 2.0 blocks.

Customers can now explore collections effortlessly, discover story-driven product lines, and navigate seasonal gifts with ease. Product detail pages load faster and communicate value more effectively—supporting higher conversions across both mobile and desktop.

Operationally, the team now works with a cleaner catalog, reusable theme sections, and a scalable site structure that supports new launches, collaborations, and gifting seasons. The modernization positions Bunnies By The Bay for long-term ecommerce growth while preserving the heart of the brand.