A proposal to design and build the Modest April website on Shopify — a brand-true storefront for a label that has already done the hard part: knowing exactly who it's for, and what it looks like when it shows up right.
Before a single page gets designed, this is our read of Modest April — pulled straight from your brand book, not a template we're fitting you into. If any of this is off, that's exactly what this section is for.
Modest April isn't dressing around a restriction — it's designing toward an alternative. Every piece carries a deliberate note of intrigue, through colour, texture, trim, movement or silhouette, so coverage never reads as absence. The website's entire job is to make that feeling legible in under three seconds on a product page.
The Modest April woman is defined by intention, not age or occasion. The site's tone, imagery and copy have to speak to all of these at once without flattening any of them into a single persona.
The website inherits the identity as given — we're not proposing a new visual language, we're building the storefront that finally does the existing one justice.
The rounded geometric wordmark and the leaf-and-flower mark are the only two assets the site's UI needs to borrow from directly — everything else (buttons, tags, filters) sits in a quiet, functional supporting type so the product photography and the mark stay the loudest things on any page.
Both read as clean, editorial, product-forward D2C fashion sites — spacious grids, minimal chrome, photography doing the selling. We'll build toward that same restraint, tuned to Modest April's warmer palette and the botanical mark.
Shopify, on a premium OS 2.0 theme, customised entirely to Modest April's design system. Not a platform built from scratch, and not an off-the-shelf theme left untouched — a proven, well-supported foundation, rebuilt at the surface to feel unmistakably yours.
| TimelineTo a launch-ready site | 3 weeks |
| Platform riskShopify's own update cycle, apps, checkout | Low |
| Ongoing maintenanceTheme vendor supports the core | Light |
| Brand fidelityColours, type, mark, layout rhythm | Full |
| Timeline | 4–6 months |
| Platform riskEvery update is now your team's problem | Higher |
| Ongoing maintenance | Heavy |
| Brand fidelity | Full |
A short, focused exploration to pressure-test Rich Black, Warm Orange and Soft Ivory as a working digital system — contrast and accessibility across text and buttons, how the palette holds up against real product photography, and where a supporting tint or two may be needed for states like sale tags or stock alerts. This gets locked before it's applied to a single template, so it doesn't get relitigated page by page.
Six pages — the four every store needs to transact, plus About & Philosophy and a dedicated Size & Fit guide, both included in scope — plus a brand book and social media setup, included complimentary with the build. Every page below is customised to the brand system, not left in the theme's default state.
Hero built around the "coverage, expressive" thesis, a curated edit rather than a full catalogue dump, and the botanical mark used as a recurring visual motif rather than a one-time logo placement.
Clean grid, fast filtering by size, colour, occasion and silhouette, and collection pages that read as edits with a point of view — not just category dumps.
Fabric, fit and coverage details given the same weight as colour and price — this customer needs to trust the coverage claim before she trusts the aesthetic.
Shopify's native checkout, configured for Indian payment methods and shipping, plus a FAQ that answers coverage, fabric and returns questions before they become support tickets.
Mission, philosophy and the "Modest April woman" laid out as a short, confident read — this page is doing brand work, not filler, for a customer who is buying an identity as much as a garment.
A dedicated, easy-to-scan reference — the coverage-conscious buyer checks this before checkout more often than almost any other customer type.
A concise, practical reference — logo usage, colour codes, typography rules, imagery direction and a short voice note — so anything built after this site, from packaging to paid ads, stays unmistakably Modest April. Delivered as a shareable PDF alongside the site.
Instagram and Facebook business profiles set up and styled to the brand system — bio, profile and cover imagery, and highlight covers templated to match the site — so the storefront isn't launching into an empty social presence.
Stated plainly now, so nothing surprises either side midway through the build.
Product photography production, full ground-up copywriting (we edit and structure what exists), catalogue data entry and inventory setup, and the Shopify theme licence and app subscriptions themselves — these are billed at actuals or coordinated separately, and we'll flag each one before it's needed rather than after.
One package, covering all six pages — the four every store needs plus About & Philosophy and Size & Fit. Billed 50% on kickoff and 50% on launch — no retainer required to get live.
| Colour palette research & design systemApplying the brand system to all six page templates | ₹50,000 |
| Theme setup & customisationShopify OS 2.0 theme licence coordination, sections, styling | ₹75,000 |
| App integration & QASize guide, payments, shipping, cross-browser/mobile QA | ₹40,000 |
| Content population & launchProduct uploads, copy structuring, go-live support | ₹35,000 |
| Brand bookLogo usage, colour codes, type rules, imagery direction — shareable PDF | Complimentary |
| Social media setupInstagram & Facebook business profiles styled to the brand system | Complimentary |
| Total · 3 weeks | ₹2,00,000 |
One payment to start, one on go-live.
Shopify plan, theme licence, and any paid apps (reviews, size guide, etc.) are passed through at cost, on your own Shopify billing.
The care plan is the only ongoing commitment, and it's optional from day one — the site is fully yours to run either way.
Because we're customising a proven Shopify theme rather than engineering a platform from zero, the fee reflects design and configuration hours, not software development — which is why a 3-week timeline is realistic at this investment, without cutting corners on the brand fidelity Understanding lays out.
Sequenced so the brand-critical decisions — the colour system, the design templates — get locked early, and content population and QA have room to be done properly, not rushed at the end.
| Workstream | Wk 1 | Wk 2 | Wk 3 |
|---|---|---|---|
| Colour research & design system | Full | — | — |
| Theme build6 pages | Setup | Full | Wrap |
| Content & QA | — | Begins | Full |
| Milestones | Kickoff | Design sign-off | Launch |
A short working session to walk this proposal and lock the design system inputs — colours, type, mark usage, reference sites.
Kickoff and first payment. Colour palette research and discovery begin: sitemap, page priorities, and the design system applied to the homepage and product page.
Content population, QA, and launch. Care plan can begin immediately, or whenever you're ready.
We keep our roster small on purpose, so every brand below got the same attention Modest April would. A representative set — full case walkthroughs available on request.
A clean, modern storefront built for a fast, mobile-first shopping experience.
A design-led South Asian label's storefront, built to carry rich textile and print detail without slowing the browse.
D2C Shopify storefront for a Korean-formulated skincare label built for Indian skin — product-led, ingredient-forward storytelling.
A contemporary D2C storefront built for clarity and a fast path from browse to checkout.
An editorial, product-forward storefront for a London-based label, built around large-format imagery and a restrained grid.
A heritage brand storefront balancing craft storytelling with a modern commerce layer.
D2C storefront for a modern textile art and handcrafted wall décor label, built to let artisan-made pieces carry the page.
We're not the agency that takes every brief that comes in. That's a deliberate choice, and it's the reason our work looks like it does.
Every engagement gets senior hands, not a rotating account team — which only works if we're not spread across dozens of clients at once. We take on brands we can genuinely go deep on, and we say no more often than we say yes. Modest April fits the kind of brief we choose: a clear point of view, a considered identity already in place, and a business that treats its website as a brand surface, not a checkout form with pictures attached.
Modest April's brand book is unusually clear about who it's for and why — that's rare, and it's exactly the kind of foundation we build fastest and truest from.A confused brief slows every phase; a clear one lets us move at the pace this proposal promises.
The category — elevated, contemporary modest-wear for the Indian market — sits at an intersection of fashion e-commerce and a values-led customer, which is where a considered site does more commercial work than a generic one.
We've built D2C fashion storefronts on Shopify at this exact scale before — see Our Work — so the timeline and fee in this proposal aren't estimates, they're what the last few builds actually took.
Modest April has already done the harder work — building a brand with a genuine point of view. Our job is to make sure the website is the best-dressed room the brand has ever stood in: fast, considered, and unmistakably itself from the first scroll.