Two brands, one storefront: building TOMS × Jonas Paul for Shopify

TOMS partnered with Jonas Paul Eyewear to bring its adult optical frames online for the first time. The launch introduced a second audience, a second visual identity, and a new Home Try-On experience inside an established Shopify store.

Jonas Paul needed the collaboration to feel unmistakably TOMS while staying connected to the store customers already knew. The team also wanted a foundation they could reuse for future adult launches and brand partnerships. Fuel Made approached the work as a system that extended the collab throughout key conversion pages.

A close-up portrait of a smiling man with short curly black hair, wearing tortoiseshell eyeglasses with a dark brown frame, a red and black plaid shirt, and a blue denim jacket, set against a solid beige background.

Client	TOMS × Jonas Paul
Industry	Apparel & Accessories
Website	toms-x-jonas-paul

Fuel Made's Role

Visual Design
Custom Development
UX Design
Experience Optimization

A promotional webpage designed by Fuel Made, featuring a large hero banner with the text 'Stylish eyewear for purpose-driven adults' and a photo of a modern outdoor seating area. Below, three framed eyeglasses models are shown side by side under the names 'Florence Dark Tortoise' with price labels and star ratings.

VISUAL IDENTITY

Give the collaboration its own visual language

Fuel Made created a collaboration style guide that pairs TOMS blue, editorial typography, campaign photography, and the co-branded lockup with Jonas Paul’s familiar navigation and shopping patterns. The landing experience balances story and action. A media-led hero, product highlights, frame features, reviews, and a simple buying guide help customers move from “What is this?” to “Which frame should I try?”

A Shopify product page for Jonos Paul eyeglasses, featuring a large product image of a model wearing green-framed glasses, product options, and feature callouts on a white and light beige webpage.

CONNECTED JOURNEY

Keep the experience intact after the click

The campaign doesn’t disappear when a customer reaches the collection or a product page. TOMS badges, campaign imagery, adult sizing, feature education, and styling continue the visual system while Jonas Paul’s core purchase flow stays familiar. That continuity removes a common collaboration gap: a polished launch page that drops shoppers into a generic product experience.

Adapt a proven conversion tool

Jonas Paul’s Home Try-On Kit already reduces a major eyewear purchase barrier, so we adapted that proven experience for the TOMS collection. Customers can choose up to three frames, review their kit on desktop or mobile, and continue to cart. TOMS styling and messaging make the experience feel native to the collaboration.

REUSABLE SYSTEM

Build once, reuse later

Under the surface, Fuel Made created two brand modes inside the same Shopify theme. Editors can switch supported sections between the two, including typography, colors, buttons, headings, and surfaces. Jonas Paul now has co-branded landing page, collection, and PDP templates ready to reuse for the next partner.