§ the work/N° 04

Theodore Magnus

Since
2026
Sector
Commerce

Hand-tufted coir doormats, rebranded for the small-batch, design-forward tier, with a scratch-built theme underneath.

Status
Live.
theodoremagnus.com
§ 01the business

What it is.

100% natural coconut-coir doormats, hand-tufted in Southern India, in four sizes. Core lines and ten seasonal lines. Amazon is the primary channel; the Shopify store carries the brand.

§ 02the starting point

What existed, what was asked.

What existed

A strong product, generic presentation. An identity that disappeared in a crowded category, a template site, white palette, flat navigation.

What was asked

Keep the name. Quiet luxury meets artisan warmth. Occupy the small-batch, design-forward tier.

§ 03foundation

The identity.

Where every welcome begins.

Mark

Hand-drawn script tm monogram with a flowing sweep, over THEODORE MAGNUS in spaced geometric sans.

Faces
Headlines
The art of the doorstep.
EB Garamond
Body
Naturally crafted. Beautifully welcomed.
DM Sans
Palette
Espresso
#2C2A26 · text, logo
Walnut
#6B5E4F · secondary
Coir
#C4A882 · signature accent
Linen
#E8DFD0 · section breaks
Cream
#F6F2EB · background
Slate Navy
#3D4F5F · accent
Sage
#5C7A5E · seasonal
Terracotta
#B54D3A · sale
Voice
  • Warm, not corporate.
  • Crafted, not mass-market.
  • Confident, not loud.
  • Playful, not silly.
  • Sentence case, no exclamation marks.
§ 04foundation

The build.

Platform

Shopify. Scratch-built custom theme, hand-written CSS and JS, CLI deploys.

  1. Two-row header with mega menus and featured tiles
  2. Taxonomy tags on 144 of 151 products; 15 smart collections
  3. Best Sellers driven by Amazon signals; New Arrivals
  4. Product page: video gallery, floating add-to-cart, size guide, Buy it on Amazon
  5. Collection template with trust bar, filter pills, content cards
  6. 13-question FAQ with FAQPage schema; Reviews from Amazon, verbatim
  7. Global social-proof settings feeding four page types
  8. Sold-out-to-end collection reorder script
§ 05the engine

The media.

Doorstep still — the welcome mat at the door
Craft photograph — coir, spun
Seasonal line — the holiday mat at a garlanded door
A+ content tile — welcome mat with plants
Mat on cream — the script welcome mat
§ 06the engine

What we run.

Fifteen services. Four stages, in order.

OngoingDeliveredNot in scope
00Foundation
Brand identity
Strategy, guidelines, logo, A+ mockups.
Delivered
Web
Custom theme, live.
Delivered
Commerce build
Taxonomy, collections, product-page families.
Delivered
01Acquire
Ads
SEO
Organization and FAQPage JSON-LD, meta, OG.
Delivered
AI search
Social media
Media generation
Three craft photographs; A+ mockups.
Delivered
Marketplaces
Amazon: A+ content, title guidance, Best Sellers from Amazon signals, packaging spec and FNSKU labels.
Ongoing
Creators
02Convert
Conversion
Product-page redesigns, trust bar, social proof, collection restructure.
Delivered
Front desk
03Compound
Lifecycle
Newsletter capture.
Delivered
Reputation
Amazon review aggregation and a Reviews page.
Delivered
Operations
Supply chain: design library and packaging spec for the vendor, traced print files, supplier PO.
Ongoing
§ 07the record

In order.

  1. 01Doormat artwork, pre x-brands
  2. 02Brand strategy, guidelines, final logo, A+ mockups
  3. 03Theme packages v1 to v7, product and collection pages, size guide
  4. 04Page builder removed; taxonomy, collections, header, support pages, SEO, social proof live
  5. 05Design library and packaging spec live for the vendor
§ 08the record

What was built.

  • 151
    products
  • 15
    smart collections
  • ~8,600
    Amazon reviews aggregated
  • 13
    FAQ answers with schema
  • 8
    palette values
  • 10
    seasonal lines
§ the door One door.

What’s the business, and what isn’t working?

A sentence is enough — starting from scratch, or building on what you have. We come back with what we’d do, what it costs and how long. Usually within a day.

tell us what’s going on →︎
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