Building the Digital Foundation for a Bold Wellness Brand

This case study explores how I helped a bold, Black woman-led brand stand out by sharpening its message, modernizing its web presence, and connecting deeply with a specific audience: Black women navigating midlife transitions.

Challenge

Sea moss is trending. But most brands in the space look and sound the same: clinical, or soft and nature-heavy. Our goal was to create a premium lifestyle brand and eCommerce store that feels fresh, culturally aligned, and conversion-ready while honoring the founder’s mission to support women of color navigate perimenopause, menopause and midlife transitions.

Key Obstacles:

• Generic Squarespace site with no clear message
• No product clarity or education for new buyers
• No visual identity system or brand voice
• A saturated market full of competitors

My Approach:

1. Repositioning the Brand

I worked with the founder, Carmen, to define a brand voice that is bold, unapologetic, and affirming—just like hers! We reframed aging as a powerful rite of passage and crafted messaging that reflects the lived experience of Black women 45+.

2. Clarifying the Product Strategy:

• Grouped products into 3 categories: Fruit Blends, Herbal Blends, and Herbal Capsules
• Rewrote product names and descriptions to focus on symptom relief (e.g. “Menopause Relief,” “Mucus Eliminator”)
• Helped select top-performing herbs based on traditional usage, wellness trends, and search volume

3. Launching a High-Converting Shopify Site:

• Migrated from Squarespace to Shopify
• Designed homepage to flow from emotional resonance to product discovery
• Advised on payment integrations and backend setup for fulfillment ease

4. Creating a Distinct Visual Identity:

• Introduced a color palette of turmeric, hibiscus red, Caribbean green, and earthy neutrals.
• Recommended modern editorial fonts.
• Outlined photography direction: rich textures, glowing skin, lifestyle rituals.

Results:

• Ready-to-launch Shopify store with clear messaging and product education
• Visual identity system Carmen can apply to packaging, social, and future merch
• A brand voice that stands out in a crowded, lookalike market
• Carmen reports increased confidence and clarity when sharing her business publicly