Unichill is a Canadian brand with over 10 years of confirmed history in the market and a solid base of repeat customers. The main task was a full relaunch: updated visual identity, new positioning, and a complete brand upgrade.
The client
Unichill makes elevated everyday wear: loungewear and couple sets built for real life. At home, on the street, matching with a partner. Not pajamas. Clothes people choose to be seen in, not clothes they hide in.
By the time we started working together, Unichill had built something most e-commerce brands never get to: a solid base of repeat customers, a clear understanding of average order value and audience segmentation, and zero negative reviews. A product so consistently good that the customer base had already become a community before the brand had run a single paid campaign.
The brand also operates one of the most distinctive product lines in the category: custom-printed onesies for couples and corporate teams. A high-margin, gift-driven segment most loungewear brands ignore entirely.
Product-market fit was already proven. The work that followed was about giving that product the brand surface, the website, and the marketing system it deserved.
Follow Unichill
The starting point
Unichill had outgrown its existing look and infrastructure. The product was selling, the customers were loyal, and the brand was preparing to introduce elevated new categories. Everything on the brand surface needed to be brought up to that level.
The logo and art direction reflected an earlier version of the brand. New product categories and a higher price point needed a visual system that could carry them.
The brand was ready to expand into new product lines. That move needed a strategic framework and a visual direction the existing identity couldn't support.
The Shopify store was functional but generic. It didn't reflect the quality of the product or the price point the brand was moving toward.
No Meta Pixel. No conversion tracking. No email flows. Before any paid acquisition could run, the foundation had to be built first.
Instagram, Facebook, and TikTok were active but visually fragmented. The profiles reflected the old brand, not where it was going.
A natural relaunch asset, sitting unused. There was no mechanism to reach, re-engage, or convert the existing customer base.
What we did
The brand needed a clear strategic direction first, then the visual and digital execution to deliver it. We structured the work in two phases: the strategic foundation, then the identity, content, and website built on top of it.
Before → After
Where the brand was when we started, and what shipped after three months of work.
Before · old brand surface
After · new website (desktop)
After · new website (mobile)
The process
What went into the engagement
Full audit of the existing brand, channels, and previous performance. Refined the UNICHILL concept into a modern lifestyle narrative. Defined the marketing system end-to-end: priority products, sales sequence, channels, and funnel logic.
Target audience definition, decision-making logic (JTBD), value proposition, and a consistent tone and messaging framework applied across every surface of the brand.
Sourced and cast multiple models to reflect real lifestyle, diversity, and couple-set use cases. Managed contracts, scheduling, and on-set direction across both shoot days.
Wrote full shoot briefs, shot lists, styling, location scouts, lighting, and deliverables. Organised two shoots: a white-background product shoot and a lifestyle shoot across Calgary locations.
Professional photographer for website and high-quality visuals, plus a mobile content creator shooting vertical video and native social content in parallel. Assets delivered as published content, not raw files.
Documented the Shopify rebuild in a full technical brief, UX flow, mobile-first behaviour, homepage, collections, product pages, navigation, CTA logic, and conversion events, then executed against it.
Sales-driven social content plan: what to post, when, and why. Reels, carousels, statics, and story sets structured to move audiences from attention → consideration → purchase, not content for visibility alone.
Full profile optimisation across Instagram, Facebook, and TikTok. Visual consistency, bio positioning, highlight architecture, and a consistent publishing cadence, rebuilt as a sales channel, not a gallery.
Meta Pixel, Google Analytics, and conversion events configured on Shopify, so that when the sales system activates, every click is traceable to revenue from day one.
Creative assets structured around tested hooks, offers, and audience angles, produced directly from the shoots and prepared for deployment in the next phase.
Weekly working sessions with Ryan, approvals, direction, creative choices, brand decisions. The brand reflects his voice because he was in the room every step.
Ad creatives, ready for launch
A sample of the ad assets produced from the brand shoots, structured around clear hooks, offers, and audience angles, all aligned to the new positioning. These creatives are the bridge between the rebrand and the sales system that follows.
What's running now
The brand upgrade is complete. The website is live and tracking revenue from day one. Paid ads are in active testing. Here is what is being run and optimised right now.
Paid acquisition is running. Cold, warm, and retargeting campaigns being tested against the creative matrix. Weekly optimisation against CAC and ROAS.
Relaunch sequence to the existing customer base. Abandoned cart, post-purchase, and win-back flows built around the brand's no-spam principle.
Revenue-phase reviews every week: CPL, CAC, conversion rate, ROAS. Clear decision each week on what to keep, cut, or scale.
Dedicated acquisition path for company and team custom orders — the highest-margin segment in the catalogue and the next channel being built.
If You Run an E-commerce Brand
You have repeat buyers, glowing reviews, a product people quietly love. None of it scales acquisition on its own. Without sharp positioning, a visual system that holds together, and a site that converts cold traffic, the brand cannot reach the buyers who do not already know it.
Ad budget on a leaky site burns money. Every percentage point of conversion lift multiplies the value of every dollar you spend on traffic. The fix is to build the foundation first, layer paid acquisition second. Doing it the other way around is the most common reason e-commerce brands stall.
Existing customers are half the marketing problem you already paid to solve. With no reactivation path, that asset stays dormant. Email and SMS flows, retention content, and re-buy windows recover spend the brand has already paid for once. Repeat-purchase economics decide LTV more than first-touch creatives ever will.
Your average order value sets the ceiling on what CAC can be. That ceiling decides which platforms make sense, which creatives are worth testing, and how aggressive you can be on cold audiences. If channel selection is happening on instinct, you are guessing. Channel selection is downstream of the numbers, not personal preference.
Recognise more than one of these? That is the work we do. Talk to us →
Marketing for e-commerce
We work with e-commerce brands ready to upgrade: stronger positioning, a more premium brand surface, a website that converts, and an acquisition system that brings in new buyers and expands the audience. If that is the next step for your business, we are ready to take it on with you.
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