Chimac Sauces
Since opening their first restaurant in 2019, Chimac have become a mainstay of Dublin's restaurant scene, bringing the Korean concept of Chimaek (치맥) to Ireland. In 2025 I worked closely with Chimac to design and develop a custom Shopify site focused specifically on selling their range of sauces, translating the quirky character of the brand into a more focused ecommerce experience.
Challenges
The existing site primarily served the restaurant, leaving the products as a secondary consideration. This resulted in poor product discoverability, limited sales opportunities and few connections between editorial content and products.
My challenge was to create a more sales focused experience without losing the personality Chimac had established, while also advising on UX pathways, Shopify architecture, CMS and metafield structures, third-party applications and technical constraints.
Decisions made
Through evaluating comparable condiment brands and their approaches to upselling, I recommended a bulk-buy integration and a streamlined product page structure. I reduced the amount of copy competing for attention above the fold, introduced subtle surface colours to establish hierarchy and created stronger connections between editorial content and products to improve discovery.
Outcomes
The resulting site retains Chimac's distinctive character while creating a clearer path to purchase and opportunities for larger orders. It also provides Chimac with a flexible Shopify template and CMS structure that can adapt as their product range expands.
