Pen Wiwar
Pen Wiwar is a Welsh clothing brand that celebrates the landscapes, nature and culture of Wales through sustainable clothing, local artist collaborations and independent Welsh stockists.
Project Type
Shopify Website Support
Website Design
Search Engine Optimisation
Project Duration
2024 – Present
Project Brief
I first met Dan, the founder of Pen Wiwar, at university in Liverpool through the Welsh-speaking society. After travelling and spending time away from Wales, Dan had the idea of creating a clothing brand that proudly celebrates the landscapes, nature and culture of Cymru.
By the time Digidol became involved, Pen Wiwar was already trading online through Shopify and Dan had already built the foundations of a brilliant Welsh brand. What he wanted was support developing the website further, improving the digital presence of the business, and making sure the online experience matched the quality, purpose and identity behind the clothing.
The goal was to help refine the Shopify website, improve product visibility, support SEO, and make the site easier to manage as new product lines, collections and collaborations continued to grow. Just as importantly, the website needed to communicate what makes Pen Wiwar different: sustainable clothing, Welsh artist collaborations, independent Welsh stockists and a genuine passion for celebrating and promoting Wales.
For Digidol, this was a natural project to be part of, and also an exciting opportunity to work on a project where almost all communication was in Welsh. As a Welsh business ourselves, helping support a brand that is proudly promoting Cymru, Welsh creativity and independent business felt like a perfect fit.
Project Overview
At the start of the project, the focus was on understanding how the website could better reflect the quality and purpose behind Pen Wiwar. The brand is not simply a clothing business; it is built around Welsh identity, sustainability, local artist collaborations and a deep appreciation for the landscapes that inspire each collection.
With this in mind, we supported the development and refinement of the Shopify website across key areas including the homepage, product pages, collections, navigation and story-led brand pages. The aim was to create a more polished and user-friendly online shop while giving customers a clearer understanding of what Pen Wiwar stands for.
A key part of the strategy was improving how products and collections were presented. For an e-commerce brand, product pages need to do more than display an item; they need to communicate quality, fit, story and trust. By refining page layouts, written content and structure, the website became better placed to showcase new product lines and collections as the brand continued to grow.
We also worked on the wider digital presence of Pen Wiwar, including Google Business Profile support, on-page SEO, off-page SEO and general digital marketing consultation. This included identifying opportunities to make the most of existing PR and collaborations, such as chasing backlinks from articles and features where Pen Wiwar had already been mentioned. This helped expand and diversify their natural backlink profile while making better use of the exposure they had already earned.
Shopify Build & Design
The Shopify website work focused on making the site cleaner, easier to manage and more aligned with the Pen Wiwar brand. This included improving the structure of key pages, refining navigation and helping to create a smoother customer journey from homepage to product discovery and checkout.
The design approach needed to feel modern and professional while still staying true to the brand’s Welsh roots. Pen Wiwar’s strength lies in its connection to place, nature and culture, so it was important that the website gave enough space for the story behind the brand, not just the products themselves.
Story pages and brand identity content were an important part of this. These sections help customers understand the meaning behind Pen Wiwar, from its focus on sustainability to its collaborations with Welsh artists and independent stockists. This adds depth to the brand and helps separate it from more generic clothing companies.
From an SEO perspective, we worked across product pages, collections and supporting content to improve visibility for relevant searches. This included optimising page content, metadata and internal structure, while also looking beyond the website itself at opportunities for backlinks, local visibility and wider online exposure.
Project Review
Pen Wiwar has continued to grow both online and offline, with new product lines, new collections, independent Welsh stockists and a growing community around the brand.
A huge amount of that growth comes down to Dan’s vision, creativity and hard work. From developing the products to building collaborations and getting Pen Wiwar in front of new audiences, he has created a brand with real purpose behind it. Digidol’s role has been to support that journey from a digital perspective, helping to improve the Shopify website, strengthen SEO, identify online opportunities, and make the most of PR, collaborations and brand exposure as they happen.
This has been a brilliant project to be part of because it brings together so many things we value at Digidol: Welsh identity, sustainability, independent business, creativity and genuine passion. Supporting Pen Wiwar as it continues to grow has been a real pleasure, and we’re excited to keep helping the brand strengthen its online presence as new ideas, collections and opportunities develop.
Check out the Pen Wiwar Website:
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