Shoppe Theory

A San Francisco & NYC-based design studio creating impactful brands and strategic websites for lifestyle brands. Founded by Jess Levitz and Do-Hee Kim.

09/04/2026

We are so excited to share the new brand identity for our sweet and talented client Cailee Fischer! Cailee is a recipe developer and food creator known for making delicious, approachable recipes and sharing her genuine love of food and cooking.

Over the last year, we’ve worked with Cailee to refresh her brand and create an identity that feels vibrant, friendly, and full of handmade touches, including a custom hand-lettered font and so many watercolor illustrations of food!

We had such a delightful time bringing this project to life with Cailee, and we can’t wait to see her brand soar. She also has her very first cookbook coming out next year, and we’re so excited to see everything that’s ahead for her!

We also created a completely new website for Cailee, which we’ll be sharing more about very soon. But for now, you can check it out at caileeeats.com ✨

06/11/2026

Brand identity and packaging design for pet food brand Lili & Astara ™️ 🐈‍⬛🐕 They create amazingly nutritious and delicious pet food with farm fresh ingredients. We set out to give them a warm, textural, and heartfelt identity that felt hand-crafted and stands out from their competitors. Looking to level up your brand identity? We would love to hear from you!

05/12/2026

Brand identity for Pwapple, an apple orchard and farm in upstate New York. We had a lot of fun building out all of the uniquely playful elements of this brand. Swipe to see the packaging, illustrations, web design, and custom hand-lettering! P.S. we are booking brand project for a late Spring start - get in touch, we would love to hear from you!

05/06/2026

A collection of full brand identities from over the years, all very different for a reason.

We don’t follow a house style or chase trends. Every brand we design is built from the ground up around your business, your customer, and what you actually need to grow.

Playful, refined, bold, minimal…whatever direction fits your business strategy, we’ll go there.

If you’re looking for a brand that will move you forward, we’re currently booking new projects. Let’s chat!

04/29/2026

Hard to believe this photoshoot was almost 3 years ago. So much has happened between then and now (including a whole pregnancy and baby for Do-Hee!) and yet as cliche as it sounds, it feels like just yesterday we were sending back and forth messages with outfit ideas. We are booking new brand projects to start this Spring and websites to start this Summer. How does a new brand and site by Fall 2026 sound? Get in touch, we would love to meet you. shoppetheory.com/contact

Photography by

04/28/2026

A few illustrated mascots from a recent branding project. One of these made it through to the final, what’s your guess??
We are booking branding projects for a May start! We would love to chat with you about your design needs - book a chat with us: shoppetheory.com/contact

04/21/2026

Peek at the new branding we have been working on for

04/17/2026

Sneak peek at a custom font created for a branding project that we will be revealing soon ❤️ This week felt like Summer in New York and so these summer foods and colors felt quite fitting. We are booking branding projects for a late Spring start, get in touch at the link in our bio - we look forward to learning about your business!

01/30/2025

I don’t think we ever shared the little business card & brochure packets we made for walking and last year! Its rare we spend time on our own brand, so these were so fun to make and hand out 🙂 We won’t be hitting up the trade shows this winter, but we had such a blast chatting with shop owners and seeing all of the creative products and displays. Good luck to all the shop owners exhibiting, hope you get tons of orders ✨

01/23/2025

Behind the scenes of a brand identity for a beverage brand 🍷🌹

When we created the brand identity for Party Line, a sparkling rosé wine, our goal was to deliver a look and feel that matched the product’s festive, fresh, and feminine vibe.

Swipe through to see how we approach brand identity holistically:
👉The Brief: Every project starts with a clear vision, outlining key brand values and target audience.
👉 Logo Design: Crafting a memorable and versatile logo that sets the tone.
👉 Typography & Colors: Building a cohesive system to capture the brand’s personality and energy.
👉 Graphic Elements: Adding those extra touches to make the brand come alive.
👉 Brand in Action: Applying the design to real-world uses like packaging and promotional materials.

This process ensures every detail feels intentional and aligned, creating a brand that stands out and tells a story. Interested in upgrading your brand? Get in touch! shoppetheory.com/contact

Address

New York, NY

Website

http://www.shoppetheory.com/

Alerts

Be the first to know and let us send you an email when Shoppe Theory posts news and promotions. Your email address will not be used for any other purpose, and you can unsubscribe at any time.

Contact The Business

Send a message to Shoppe Theory:

Want your business to be the top-listed Shop in New York?