PlungePlunge

Plunge is one of the fastest growing wellness brands in the world — over 30,000 tubs sold, $200M in cumulative sales, and a digital presence that has to match the product. I had the opportunity to work on this project through the agency where I built most of my career — and it was one of the most demanding and rewarding I've been part of.

This wasn't a project with a clear start and end — it was continuous work over several months. Week after week, new features, new sections, design overhauls. The theme started as Dawn but has been so heavily modified that little of the original remains — it's essentially a custom theme built on top.

Mega menu with complex navigation, social proof feed with videos and customer testimonials, product bundle page with selection logic and dynamic pricing, new cart UI with additional features, 3D product visualization with AR to view in real environments, modals, integrations with review apps like Okendo, financing via Bread Pay, and continuous implementation of visual identity overhauls from the brand's designers. All built with Liquid, Vanilla JS and custom web components — no frameworks.

Part of a team, but with full ownership of assigned tasks — from implementation to deploy. High-end Shopify frontend, over an extended period, for one of the most demanding brands in the wellness space.