OBEY & Vespo Unify on Shopify: Single Codebase for Multi-Brand Ecommerce
After a decade of operating under a multi-brand empire, OBEY and Vespo sought to bridge their fragmented identities through a unified Shopify codebase. The project began with a simple experiment—slapping a bold, ambiguous image onto a sticker that sparked a cultural movement. This led to a strategic overhaul of their digital infrastructure, focusing on cohesive UX and scalable architecture. By leveraging Shopify’s native capabilities, the team created a modular design system that allowed each brand to maintain its distinct identity while ensuring seamless integration. The result was a more efficient, multi-brand ecommerce platform that boosted conversion rates and reduced cart abandonment. The project demonstrated how a single codebase could empower brands to thrive in a competitive market, while preserving their unique voices. The success of this case study highlights the power of thoughtful design and strategic technology adoption in building a unified, impactful digital presence.