Choose Love

Updated: September 15, 2026

Choose Love is the shop of the refugee charity of the same name, a registered charity in England and Wales and a 501(c)(3) non-profit in the United States. It sells supplies rather than goods: a purchase buys meals, clean water, mosquito nets, shelter repairs or search and rescue work for refugees and displaced people, none of it shipped to the buyer. Items run from £15 to £685. The site is built on Shopify.

Website Design

A very large named palette. The theme defines more than thirty colour tokens in pastel, mid and dark families across purple, green, blue and pink, plus a cream at #FDFBF5, gold at #FFC900 and aqua at #00B8AF. Two are named for purpose rather than hue: emergencyred at #FB3538 and emergencylime at #E1FF01.

Apercu over Inter. Display type is Apercu Pro in Medium, Bold and Black weights, set upper case and tight for section headings. Body copy drops to Inter Medium with a Helvetica Neue fallback.

Flat panels, no softening. Media border radius and shadow opacity are both zero and the page width runs to 160rem, so the homepage reads as a stack of full-bleed colour blocks rather than cards on a ground.

Shopping Experience

Priced needs instead of products. The grid sets fixed amounts against named supplies: Clean Water and Nutritious Meals at £15, Showers and Wash Facilities at £30, Keep a Shelter Cool at £40, Search and Rescue at £50. Every card carries an add to cart button.

Four collections, seasonally led. Surviving the Heat, Most Needed, Refugee Support and Everything. The Most Needed panel explains itself: “People always ask what is most needed so we’ve created this section to help you buy the most crucial items for refugees now.”

The product page is a configurator. Under the quantity stepper sits an “Add extra support?” row bundling the item with mosquito nets or with nets plus clean water, then a one-time or monthly subscription choice, then a From me toggle for buying in someone else’s name.

Impact stated as the description. Nutritious Meals reads “£15 typically provides food for an entire family for 4 days. In 10 years we have provided over 16 million meals.” A footnote adds that funds may be redirected to whatever support is most needed on the ground.

Brand Storytelling

The shop is the argument. The announcement bar carries the whole proposition, “Everything you buy supports refugees and displaced people”, and the homepage opens by calling itself “a shop like no other”.

Governance kept in view. A Safeguarding panel sits directly above the footer, describing policies for reducing and responding to harm, with both charity registrations printed beneath it.

Notable Features

An e-card builder inside the buy flow. A two-step wizard offers three templates, a recipient name and email, a message capped at 400 characters and a scheduled send date, delivered at 12:00 GMT.

Buy it All. A single route adds the entire catalogue at once.

A gated exit to merchandise. Branded merchandise lives on a separate site, and an interstitial warns anyone with a basket in progress before the new tab opens.