Sustainable ecommerce: selling ethical yoga products online
Client: Wolf & Mermaid
Completed: April 2018
Wolf & Mermaid design and produce vibrant yoga essentials, driven by a clear mission: make ethical products that celebrate and protect our increasingly fragile planet.
To support that mission, we delivered a flexible WordPress ecommerce platform — a yoga website design that puts their products front and centre, and makes online selling simple for both customers and the team behind the brand.
Wolf and Mermaid’s brand story is rich with symbolism. A land-based Wolf unites with a sea-dwelling Mermaid — two opposing forces coming together to protect and heal the planet. Land meets sea; dark meets light; strong meets soft; action meets calm.
Our logo design needed to capture that balance in a way that felt modern, memorable and easy to apply. Using icons to represent the initials W and M, we created a mirrored mark that reflects two forces aligning — distinct in concept, but clean and minimal in execution.
Because the logo would be used across physical products, it also had to work hard in the real world. We considered everything from scale and spacing to screen printing and material finishes, ensuring it could be reproduced clearly across the full range.
We then extended the identity into a simple, refined system: a monochrome palette, clean typography, and plenty of breathing space — giving the colourful yoga designs room to shine.
With the brand concept set, we translated it into a calm, confident yoga website design with a minimalist look and feel.
The layouts are intentionally uncluttered, creating a clear path from browsing to buying. Bold product imagery leads the experience, supported by straightforward navigation and product pages that make it easy to understand what each item is, why it matters, and how it fits into the wider Wolf & Mermaid story.
Our goal was to deliver a sustainable ecommerce solution with long-term flexibility — a yoga website design that can evolve as the range grows.
We built the site in WordPress, using WooCommerce to provide a robust, easy-to-manage ecommerce setup. Functionality was tailored to Wolf and Mermaid’s exact needs, while keeping future improvements cost-effective through WooCommerce’s extension ecosystem.
For customers, checkout is intuitive, secure and fast — with trusted payments via PayPal and Stripe.
We also set the site up to support future marketing, helping Wolf & Mermaid grow customer databases and mailing lists in a way that’s simple to manage.
Following tailored WordPress training, the team can now confidently run their ecommerce shop and update website content independently.
Written by Jane Comar + Reviewed by James Hofton
Last updated: January 14, 2026
© Copyright 2026 Union 10 Design