Mother Root

Tribe worked with Mother Root to translate their refreshed brand expression into a premium digital experience. The project spanned design and development of a new Shopify Plus store, complete with custom animations, flavour-led PDPs, recipe content, and cart mechanics – alongside supporting email, Amazon, and social templates to ensure consistency across every channel.

Mother Root’s rebrand marked a shift away from an overtly ACV-focused identity, moving toward a premium aperitif positioned as part of the cocktail occasion. We translated this evolution into digital touchpoints – from updating product visuals to rethinking the online brand presence.

We worked alongside Mother Root’s brand designer to bring their vision to life online, translating creative assets into a fully functioning Shopify Plus site.

Our role was to make the design work seamlessly in a digital environment – building with Shopify-native functionality to keep things scalable, flexible, and easy to manage.

The result: a site that pairs premium simplicity with practical performance. Spacious layouts, bold typography, and rich storytelling were carried through, while recipe hubs and journal pages were structured for organic discoverability. Category and product pages were set up with a clear, flavour-led flow to support both brand narrative and conversion.

Built on Shopify Plus with JSON-based sections, the new store is lightweight, scalable, and easy for the Mother Root team to manage. Key features include:

✸ GSAP animations such as the signature spinning star, bringing brand elements to life.
✸ Buy More, Save More mechanics on PDPs and cart, encouraging larger basket sizes.
✸ Recipe and journal templates designed for organic search visibility.
✸ Smart cart upsells via metafields, ensuring seamless substitution if items sell out.

We designed branded Klaviyo email templates, fully optimised for mobile, that carried through the updated brand aesthetic. Each template was built modularly, giving the Mother Root team flexibility to mix and match content blocks for future campaigns without compromising consistency.

From product launches to storytelling-led newsletters, the system allows them to scale their email marketing while keeping every send on-brand and conversion-ready.

We developed a suite of branded assets for Mother Root’s Amazon storefront, translating their premium aesthetic into a platform often known for being restrictive.

Every detail – from flavour-led imagery and iconography to storytelling modules – was adapted to fit Amazon’s framework without losing brand integrity.

The result is a storefront that not only mirrors the experience of their DTC site but also stands out in a crowded marketplace, helping to drive both brand discovery and conversion on one of the world’s most competitive retail channels.

To extend the brand beyond the site, a suite of social media assets was developed to carry Mother Root’s identity across both paid and organic channels.

Templates were designed for flexibility and rolled out in Canva, allowing the team to quickly adapt campaigns while keeping typography, colour, and storytelling consistent.

The result is content that captures attention in fast-moving feeds, reinforces recognition, and translates the premium feel of the brand into shareable formats.