Tushy / Barrel — CPG Commerce Agency

Designing a Scalable Shopify Foundation for TUSHY's Next Stage of Growth

TUSHY built its name as a bidet company, but the brand has bigger ambitions: becoming the leader in holistic toileting and gut health. As its portfolio expanded into fiber gummies, bathroom accessories, a smart toilet, and more, the brand partnered with Barrel to redesign their Shopify website to carry its playful voice into a more elevated digital experience, one built to support a full toileting and wellness ecosystem.

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Opportunity

TUSHY's site had outgrown its foundation, on both a technical and a strategic level. The backend had become fragile and hard for the internal team to manage, slowing the site down and making even small updates risky. TUSHY was also moving from "the bidet company" to a full toileting and gut health ecosystem and their shoppers didn't know where to start. The brand needed a site that could organize that expanding portfolio, help first-time buyers choose with confidence, and look like the premium, design-forward wellness brand it was becoming, without losing the humor that made it TUSHY in the first place.

We designed a new visual language for their digital experience, trading TUSHY's previous identity for a calmer, nature-grounded palette that reads as elevated without losing the brand's sense of humor.

We redesigned TUSHY’s digital experience to make it easier for customers to research, discover, and choose the right bidet and personal wellness products across devices. The new experience pairs intuitive product discovery with a more elevated brand expression, positioning TUSHY as an innovative category leader beyond its traditional bidet positioning.

As TUSHY expands into consumables and accessories alongside hardware, the redesigned Product Detail Page structure was built to hold distinct but connected storytelling, so a fiber gummy and a smart toilet can each make their own case within one cohesive brand.

Our team redesigned the collection page to organize TUSHY's full range of products, from entry-level bidets to the smart toilet, by category and need, helping shoppers navigate an increasingly complex portfolio without overwhelm.

Comparison-friendly product content addresses TUSHY's customer queries head-on, giving shoppers the side-by-side context they need to move from "which bidet is right for me" to checkout.

The new quiz landing page helps answer certain questions people have about hot water access, outlet proximity, and plumbing setup, before diving into TUSHY’s product-matching quiz.

Subscriptions, bundles, and gift-with-purchase options were built into the new foundation, giving TUSHY more ways to turn first-time buyers into repeat customers as the product line grows.

We launched a new about page with a "TUSHYVERSE" scroll experience, designed to carry the brand's category education into its most playful moment. The page weaves the story about why bidets and the broader shift toward holistic bowel health are core to TUSHY's history and mission.

Impact

TUSHY's new site launches with a foundation built to support the brand's shift from "the bidet company" to a full toileting and wellness ecosystem: gut to butt to bowl and beyond. We delivered a faster, more stable admin that's easier for the TUSHY team to manage, a collection experience that helps shoppers self-select the right product, and a visual identity that can flex across TUSHY's expanding portfolio without losing its personality.