- — Client
- Tone Lifestyle
- — Industry
- Lifestyle E-commerce
- — Services
- Shopify Development, Catalogue Architecture, Long-term Store Management
- — Timeline
- 5+ years (ongoing)
- — Team
- 2 engineers, 1 store operations lead
- — Year
- 2020
What we made for Tone Lifestyle.
Two collections, one storefront.
The homepage and the men's collection. Tone Fitness Club and Tone Aesthetics share one catalogue, one cart and one checkout.
The Fitness Club Crewneck
QAR 280
Gray · Buttermilk
Collections
Fitness Club · Aesthetics
Men, and t-shirts.
A collection by gender and a collection by category, on the same product card. Sort and filter in the sidebar.
When life gives you lemons.
The homepage, top to bottom.
Summer tee drop, shop men and women, the Fitness Club, categories, shop the look, outerwear.
On a phone.
The Lemonade Tee hero, the men's collection and t-shirts on an iPhone.
The parts a customer touches.
Rebuilt from the live store in Montserrat: the product card, the dark buttons, and the rows.
Tone Fitness Club
The Fitness Club Crewneck
QAR 280,00
Colours
Gray · Buttermilk
Sizes
S – XL
Collection
Fitness Club
Every product page answers
- Size & fit−
- Shipping+
- Returns+
Over a hundred products across two collections, managed by the studio since 2023.
Buttons
Display
Montserrat
Headings, names, prices
Text
Montserrat
Uppercase headings · tracked
And the rest.
- Charcoal#414141
- Linen#F2F0EA
- White#FFFFFF
- Ink#222222
The Tone Lifestyle case study, in five lines.
- 01A Shopify store for a Qatari apparel and lifestyle brand, built and managed by brainiac/studio since 2023.
- 02Two collections — Tone Fitness Club and Tone Aesthetics — on one catalogue, one cart, one checkout.
- 03Over a hundred products across tops, bottoms, outerwear and accessories, for men and women.
- 04Seasonal drops like the Lemonade Tee run as campaigns on the homepage.
- 05Store management, product uploads and ongoing development handled by the studio.
What Tone Lifestyle needed.
Tone Lifestyle is a Qatari lifestyle and apparel brand running two distinct collections under one storefront. Managing a multi-collection catalogue, seasonal drops, and ongoing product updates requires a technical partner who can act like a member of the internal team — not an external agency waiting for a brief.
The brand needed a long-term Shopify partner who could own the store completely: catalogue architecture, product updates, seasonal launches, and platform maintenance — without overhead or dependency on briefing cycles.
- Shopify Development
- Catalogue Architecture
- Long-term Store Management
- Shopify
- Liquid
- JavaScript
- Shopify Analytics
How we built it for Tone Lifestyle.
- 01
Shopify Storefront Build
We built the Tone Lifestyle storefront on Shopify with a custom theme designed to handle two distinct collections under one brand. Unified checkout, separate collection navigation, and product filtering built to scale with the catalogue.
- 02
Catalogue Architecture
We structured the product catalogue to support two sub-brands within one store — clean collections, proper tagging, automated sorting rules, and an inventory structure the client team could update without technical support.
- 03
Long-term Store Management
Seasonal drops, price updates, product changes, photography uploads, promotional banners — we handle the full ongoing operational layer. The brand team doesn't have to think about the technical stack. That's by design.
What Tone Lifestyle launched with.
“They don't just manage the store — they know it better than we do. Every seasonal drop, every product update, handled without us having to think twice. That's what a real long-term partner looks like.”
What people ask about this build.
- How are two collections kept distinct on one store?
- With a catalogue architecture that tags every product by collection and category, so Fitness Club and Aesthetics each have their own landing pages and menus while sharing the cart, checkout and customer accounts.
- What does ongoing store management include?
- Product and collection uploads, seasonal campaign pages, theme changes, app and checkout updates, and the fixes that come with a live store. The brand sends photography and prices; the studio does the rest.
- Can brainiac/studio manage an existing Shopify store?
- Yes. Tone Lifestyle has been managed by the studio since 2023. See the website management page or send us the brief over WhatsApp.
Tools we used.
- Shopify
- Liquid
- JavaScript
- Shopify Analytics
- Shopify Metafields
Working on something similar?
Tell us what you’re building. We’ll share the patterns we’d use.