Case study
NAMECLUB
A WooCommerce store where the product is designed in the buyer’s hands.
- Client
- NAMECLUB
- Sector
- E-commerce — personalised kids’ products
- Year
- 2026
- Services
- E-commerce design & build · Personalisation engineering · Performance
The brief
NAMECLUB sells personalised name tags for kids — every order is built around one child’s name. That single fact shaped the whole brief: a standard product page, with fixed photos and a fixed price, couldn’t sell this product honestly. Shoppers needed to see their own tag before paying for it, and the price needed to follow the name as it was typed — fairly, and without surprises at the checkout.
So we treated the store as product engineering, not a themed template: a custom WooCommerce build where personalisation, pricing and performance were designed together from the start, on foundations the client can keep growing. It launched in August 2026.
What we built
A storefront built by hand
NAMECLUB runs on a hand-built Storefront child theme with a design token system underneath — one set of rules for colour, spacing and type that every page draws from. The store stays coherent as it grows, and a change made once carries everywhere.
Personalisation you can watch
Type a name and the tag redraws as you type, letter by letter, with the price updating alongside it. Shoppers design the exact tag they are buying — nobody orders blind, and the number on screen keeps pace with the name as it grows.
Pricing that can’t drift
Letter-count pricing tiers are enforced on the server, not just in the browser, so the cart total is always the real one. Discounts for two- and three-tag bundles apply automatically in the cart, and the free-shipping threshold is computed on the discounted amount — the maths a shopper sees is the maths they pay.
Fast without shortcuts
Every image is generated server-side in a full set of responsive sizes, so a phone never downloads desktop pixels. Fonts are self-hosted rather than fetched from a third party, and FAQ structured data hands search engines the store’s answers in a form they can read.
Designed for thumbs
On mobile, a sticky purchase bar keeps the buy action in reach while shoppers scroll, and every control clears a 44px tap target. First-party email capture with CSV export keeps the customer list in NAMECLUB’s own hands, and checkout is ready for both Stripe and PayPal.
The details that matter
As-you-type preview
The tag redraws with every keystroke, so shoppers are never guessing what they’ve ordered.
Server-enforced tier pricing
Letter-count prices are calculated where they can’t be tampered with. Cart totals stay right.
Bundle engine
Two- and three-tag discounts apply themselves in the cart. No codes to remember, nothing to explain.
Responsive image pipeline
Image sizes are generated on the server, so each screen is sent only the pixels it needs.
Sticky mobile purchase bar
The path to checkout stays under the thumb, however far the product page scrolls.
Self-hosted fonts
Type loads from NAMECLUB’s own server — quicker, and with no third-party calls attached.
Planning a build like this?
Tell us what you’re making, and we’ll tell you — plainly — how we’d build it.
