ADEXE: Responsive Shopify Theme Re-design & Customizaton


ADEXE, a watch brand founded in London in 2016 with the mission of creating finely crafted, uniquely appointed timepieces at affordable prices. With genderless designs, the watches are made for everyone.

Clients Website


Shopify Website Revamp

Customize Shopify Pages

Responsive Web Design



Collection Page

Product Page

Contact Us Page

About Us Page


ADEXE previously had been running an e-commerce site targeting mainly European customers. For their new site revamp project, they were looking to make improvements to the customer buying experience and customize their website designs.

As their site would continue running live to make it available for the public to order and purchase, we had to create a new theme to work on the updated site improvement requirements.


As ADEXE had heavy customization requirements, Navy FAB had to work on a new theme in order to avoid overlapping in coding which will make it hard to clean up and implement the changes. Hence, a complete revamp of the site with customizations was carried out.

Project Highlights

Text Animation

Adding more visual effects on the site was one for ADEXE”s goal of the revamp project. Text animation effect was added on the Homepage to create a Visual Attraction. This element was also added to the Menu Headers which helps to guide customers between different menu categories such as “Watches For Her, Shop Collection, Shop Accessories”.

On the mobile version, the menu header text animation for women was in red while blue for men.


Having a wide variety of collections plus gender-specific products, we had to make sure that the menu bar is organized well so it will be easy for customers to navigate. As such, Navy FAB created a mega menu with images for each category to make it easy to distinguish between categories.

Product Page Customization

As per Adexe’s design requirements for the product page, we customized and created a grid layout showing the product image and description alternatively, side by side.

Adexe wants to add a watch customization option for their customers which can be done from the product page. As a result, Navy FAB provided consultation sessions in recommending the app that allows this function and implemented it on the site. Customers can now customize by engraving a personal message, quote, or design on the watch before adding to the cart.

Filters with Images on the Collection Page

With a variety of unique watch collections, in order for customers to find the right product for them, filter options were created. Customers can now select which strap material, strap colors, dial color, case diameter, and functionality they prefer and narrow down their choices.

For the filters to be visually appealing, we created a field for Adexe to upload the images from the Shopify backend.

Split-screen Design

When you land on a contact page, it usually has the least designs and elements. However, if you go to Adexe’s contact us page, you will find it to be very different as it has a split-screen design.

Pop Up Elements

On the About Us page, a pop-up was created for individual grids to give the customers more detailed information.

Navy FAB Team capitialize the know-how of e-commerce, upgrade and transform your digital branding, develop your global market entry strategy, lead your brand to the overseas.


Get in touch with our services team so that we can assess your business requirements and branding needs.

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