Editorial storytelling
Build collection stories, material notes, cinematic media, shoppable scenes, before-and-after moments and composed product narratives without forcing every page into the same grid.
Avenquill · independent project
Next generation in development
Commerce, with an editorial point of view.
Avenquill is an independent editorial Shopify theme project by Blasterr Design. Built around considered art direction and native commerce, the project is now evolving into its next generation. This page documents the earlier Living concept and its design thinking.
40+ configurable sections
5 included storefront locales
Native Shopify commerce
Concept preview: imagery and feature counts refer to the earlier 1.0 build, not the upcoming release.
The idea
Built to look considered.
Built to look considered.
Built to work hard.
Avenquill explores an editorial approach to native Shopify commerce. The previous prototype combined product storytelling and tactile visual rhythm with practical store features; the next version is being redesigned around this direction.
Three principles
A theme that serves the brand, buyer and merchant.
Commerce native
Variants, native swatches, predictive search, filtering, selling plans, pickup availability, accelerated checkout, product recommendations and Shopify customer accounts are designed into the system.
Merchant first
The editor stays flexible without feeling like a developer panel. Global design controls, reusable sections, app blocks, Custom Liquid and a purpose-built Product Composer leave room to grow without turning setup into a project.
Inside the 1.0 prototype
More than a pretty home page.
The earlier build included navigation, product discovery, merchandising and conversion tools. These features form a development reference rather than a promise about the next release.
Explore the 1.0 documentation01Mega menu & multi-level navigation
02Native swatches & variant-aware media
03Product Composer & modular storytelling
04Quick View & sticky add to cart
05Predictive search, filtering & sorting
06Shoppable scenes, before/after & cinematic media
07Cart drawer, discounts & accelerated checkout
08Localization & Shopify customer accounts
09App blocks & Custom Liquid
Earlier concept · Living
Living
The earlier Living concept explored natural materials, quiet typography and generous editorial spacing. These images document the 1.0 visual direction; they are not previews of the upcoming version.
Previous prototype capabilities
Designed for the details shoppers actually touch.
Search & collections
Predictive search, faceted filters, sorting, pagination and flexible product cards keep browsing useful as the catalog grows.
Variant-rich PDPs
Product Composer, swatches, rich media, pickup availability, selling plans, unit pricing, recommendations, sticky ATC and modular product storytelling.
Cart built in
Cart drawer and full cart page support quantity updates, discounts, tax messaging, selling plans, notes and accelerated checkout.
Localization ready
Language and country selectors, five included storefront locales and Shopify customer-account entry points are part of the core experience.
Story-led sections
Material notes, process timelines, cinematic media, stories, testimonials, before/after and shoppable compositions give the brand room to breathe.
Apps & custom content
App blocks and Custom Liquid allow merchants and apps to extend key templates without breaking the visual system.
Learn & support
Explore the earlier build and the thinking behind it.
01
1.0 documentation
02
Explore the previous prototype.
Reference information about settings, sections, product pages and the earlier build. The next version may differ.
Shopify design guide
03
Build a stronger editorial product page.
Ten practical principles for premium Shopify product page design, product storytelling, variants, rich media, metafields and conversion-focused UX.
Project enquiries
Questions about Avenquill?
Ask about development or share feedback from testing the earlier prototype.
Avenquill · in development
A new editorial storefront,
A new editorial storefront,
in development.
Avenquill is being reworked into its next generation. The Living previews and 1.0 documentation remain available as a record of the earlier prototype. No Theme Store release date has been announced.
Ask about the project