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Case study

Green and Wilds

All stemming from a conversation with a friend about Antler Dog Chews, Green and Wilds are all about natural, healthy products for our four-legged friends. They have a clear and direct vision to be a major brand in environmentally sustainable, nutritious, and just-plain-good products for pets.

Green and Wilds came to us with the vision of unifying their existing retail and trade stores whilst migrating from OpenCart to Shopify.


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The thought

  • 2 separate stores and customer focus, B2B or B2C (aka Trade or Retail)

  • Unique content for both stores, but consistent messaging and branding across both (eg Ex-VAT for Trade store).

  • Sites must be sympathetic to existing brand on packaging design

Visit Green and Wilds
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The mortar

We have agreed to the use of a third party theme as a basis for both B2B and B2C websites, with a view to customising this initial theme to the point where it fulfils the Green & Wilds website requirements, and authentically represents their digital brand online.

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  • Large enough navigation system to accommodate existing Green & Wilds site structure and product catalogue

  • Simple to use, responsive design that supports customers who use their devices to buy products 

  • Clear, uncluttered product grids with opportunity to implement granular filtering 

  • Customisable collection lists and collection details templates

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  • Variety of customisable page sections

  • Variety of content block options/layouts

  • Minimal design so Green & Wilds brand can be implemented without significant integration

  • Flexibility of code base and layout decisions to allow meaningful UX improvements and customisation



  • Image sizing delivery and codebase

  • Deferred off-screen content (eg image lazy loading)

  • Performance with larger catalogues or larger pages of content (multiple images, sections, sliders)

  • Structure data markup (SEO consideration)

A doodle of a curious dog

"Thought and Mortar developed our new  website and migrated our store from Opencart to Shopify.  They set up the backend integrations and managed our bespoke requirements.  They were helpful, informative, patient and friendly and went out of their way to make the transition as easy and user friendly as possible and continue to give us excellent support."

Green and Wilds

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