The Blue Mussel – Shopify Website Build Brief Project Overview We are building a new Shopify website for The Blue Mussel, a playful, personality-driven coastal gift and decor shop with two locations: Naples (5th Ave South) Delray Beach (Atlantic Avenue) This will initially function as a brochure-style retail site, but must be built with full ecommerce capability ready to activate in the future. The aesthetic direction is: Playful coastal. Romantic 1700’s pirate couple out on a date for clams. Fun, mischievous, salt-air energy — not refined Hamptons coastal. No kitsch. No cartoon pirates. Personality without theme-park vibes. Platform Requirements Shopify (latest 2.0 theme architecture) Clean, lightweight theme (Dawn acceptable as base) Ecommerce functionality installed but hidden/disabled at launch Built to scale for full online sales later SEO-optimized structure Mobile-first responsiveness Global Site Structure Primary Navigation: Home Shop Locations About Join the Crew (email signup) Instagram (optional link) Footer should include: Both store addresses Hours Contact email Social links Newsletter signup Privacy Policy / Terms HOMEPAGE STRUCTURE 1. Hero Section Functionality: Full-width image or short looping video Overlay headline + subheadline Two CTA buttons (Naples / Delray) Tone Direction (example copy style): Headline options: “Treasure Worth Finding.” “Sea Treasures for Saltwater Souls.” “Gifts from the Sea (No Shipwreck Required).” Subheadline: Handpicked coastal finds from our South Florida shores to your home. Buttons: Visit Naples Visit Delray Beach 2. Brand Story Section Short playful paragraph introducing brand personality. Tone: Light storytelling Coastal romance Slight pirate mischief Example direction (not final copy): “The Blue Mussel began with a love of the ocean, a knack for treasure hunting, and possibly a past life involving wooden ships and questionable maps…” 3. Featured Collections Grid Visually driven collection tiles: Sea Glass Trees Shell Mirrors Coastal Jewelry Coral & Shell Decor Gifts Under $50 Seasonal Finds Important: These should be built as real Shopify collections, even if ecommerce is not active yet. For now: Either hide pricing Or display “Available In-Store” Or disable cart functionality sitewide Must be easy to activate ecommerce later. 4. Visit Us Section (Two Column) Split layout: Left: Naples Right: Delray Beach Each should include: Address Short location-specific paragraph Embedded Google Map Storefront image “Get Directions” button Location pages should also exist as dedicated URLs: /pages/naples-fl /pages/delray-beach-fl These pages must include unique, city-specific copy for SEO. 5. Email Capture Section Headline: “Join the Crew.” Subtext: Be the first to hear about new treasures, special finds, and happenings at the shop. Functionality: Integrated email capture (Klaviyo or Shopify Email) Pop-up capture optional (non-intrusive) Must support future segmentation by location 6. Instagram Feed Section Pull live feed or curated grid. Visual storytelling emphasis. SHOP PAGE STRUCTURE Even though ecommerce is not active at launch: Build full product architecture Categories organized cleanly Product templates ready Shipping settings configured but disabled Product pages should include: Large photography Short playful descriptions SEO-friendly titles Future-ready pricing fields At launch: Cart and checkout can be hidden or disabled globally. LOCATIONS PAGE STRUCTURE Main Locations Page: Overview of both stores with links to individual pages. Individual Location Pages: Naples Page Must include: Full address Embedded map Mention of 5th Ave South Store photos Short neighborhood context Parking info Delray Beach Page Must include: Full address Embedded map Mention of Atlantic Avenue Store photos Short neighborhood context Parking info Each location page should clearly contain phrases like: Gift shop in Naples, Florida Coastal decor in Delray Beach For search visibility. ABOUT PAGE Tone: Playful, coastal, lightly romantic. Family-owned energy. Content structure: Origin story Expansion story (Naples → Delray) Brand philosophy What makes The Blue Mussel different Avoid corporate tone. Avoid overly refined luxury language. DESIGN DIRECTION Color Palette: Sandy beige Weathered navy Soft whites Light driftwood tones Typography: Playful serif for headlines Clean sans-serif for body Visual Notes: No pirate clip art No cartoon skulls No cheesy beach graphics Subtle nautical texture welcome Big photography ahead of heavy graphics Overall feeling: Sunset on Atlantic Avenue. Barefoot but intentional. TECHNICAL REQUIREMENTS SEO-friendly URL structure Automatic sitemap Google Analytics installed Google Search Console ready Optimized image compression Fast loading speed 301 redirect planning from existing URLs FUTURE-PROOFING REQUIREMENTS Site must allow easy activation of: Full ecommerce Shipping profiles In-store pickup Gift cards Discount codes Email flows Abandoned cart automation No structural rebuild should be required later. SUCCESS CRITERIA The site should: Feel playful but elevated Clearly communicate two locations Showcase inventory visually Capture emails Rank locally Be scalable into ecommerce Be easy for non-technical owners to update