Better World
Fragrance House

Drake’s deeply personal relationship with scent is the essence of Better World Fragrance House (BWFH). Working with leading perfumer Michael Carby and the Givaudan, the world’s largest company in the flavour and fragrance industry, BWFH has developed five unique scents, each based on a different memory. 

BWFH’s premium fragrances are created using traditional perfumery techniques and responsibly and sustainably sourced natural ingredients BWFH’s mission is to provide affordable luxury through scent, enabling people to improve their world.


Perfumes and Scents 



• Shopify 2.0 Migration
• WCAG 2.1 AA Remediation
• Managed Services


Match the brand's virtual experience to its product experience

BWFH wanted the shopping experience to be just as unique and luxurious as the scents they enjoy. The virtual brand experience had to evoke five different memories, just as the five different scents would.

BWFH also wanted to support minority artists through creative collaborations; this meant that the new site would need extensive editorial elements for storytelling. 

The site audit surfaced several constraints that would prevent BWFH from providing the desired shopping experience.

  • It was artsy and visually striking, but the UX needed to be more intuitive.
  • It did not provide sufficient opportunity to merchandise products, upsell and cross-sell. 
  • The legacy content management system would not support the extensive use of creative elements.

The solution

Conjure up nostalgia

To bring the virtual brand vision to life, we worked the five levers – design, structure, flow, functionality, and site speed. This meant a fully custom theme that was minimalist, classy, innovative, and super quick.

Tidal engineers fully exploited Shopify 2.0’s product enhancements to develop a fully custom theme for BWFH. 

  • We also optimized site speed and content management
  • EDI integration with Shopify Plus for inventory management and fulfillment
  • Improved accessibility by ensuring compliance with WCAG 2.1 

Not only did we develop a fully customized Shopify 2.0 theme in just 30 days, but BWFH’s online store has also become a best-in-class Shopify example.

Case Studies


October’s Very Own (OVO) is an exclusive, hip-hop-inspired global streetwear brand.

Better World Fragrance House

Drake’s deeply personal relationship with scent is the essence of Better World Fragrance House (BWFH).

Mastermind Toys

With 68 stores, Mastermind Toys is Canada’s largest retailer of toys and children’s books.


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