since 2022, build + voice
Toronto Crafts
A Shopify storefront and brand voice for a community workshop studio in Toronto's east end. Bookings from two-hour drop-ins to multi-week courses.
Toronto Crafts is a community workshop studio on Carlaw Ave in Toronto's east end, run by Soroush, a builder who wanted a place where people could come and build things with their hands. The store sells workshop bookings: woodworking, leatherwork, jewelry, stained glass, and a few in between, ranging from a two-hour drop-in to a multi-week course.
Soroush came to us wanting the storefront to feel like the place itself: warm, a little playful, and unmistakably not a polished SaaS product.
Shopify build, product design, and brand voice. The copy reads like Soroush talks. The hey, i'm soroush moment on the about page is the line most people remember, disarming in a way that builds trust fast.
On the visual side: fun with the right amount of chaos. Workshop categories tagged clearly, product cards uncluttered, layout is playful but lets the crafts speak for themselves.
Social was scaffolded at the same time: Instagram, TikTok, Pinterest, and Facebook, all set up to seed organic traffic. Email capture lives in the footer for return visits.
112,000+ total sessions since launch, growing from near-zero in 2022 to a steady 1,500 to 2,000 per month through 2025.