Wild Roots Apothecary
A beloved apothecary, ready for its next chapter.
For more than ten years, Wild Roots Apothecary has connected people with plants, herbal wisdom, and community. Founded by herbalist Colleen O’Bryant in Sperryville, Virginia, the business brings together a destination shop, an extensive product catalog, and classes that invite people to explore herbal practices.
As the business evolved, its identity and online store needed to evolve with it. Colleen had become stuck with a Shopify theme she couldn’t make work for her very large catalog. Meanwhile, a demanding schedule of in-person events had prompted her to explore new ways to teach and connect.
Fenomenal helped her move forward: refreshing the established identity, selecting and customizing a more suitable Shopify theme, and supporting a virtual program designed to test a new direction for the business.
Services:
Identity Refresh
Shopify Theme Selection
Website Design & Customization
Website Copy & Storytelling
Virtual Program Launch Support
The Approach
Honoring the roots. Making room to grow.
Wild Roots already had something valuable: more than a decade of recognition, trust, and community connection. The identity refresh needed to honor that history while giving the brand renewed clarity and confidence.
Our explorations focused on stronger typography, clearer hierarchy, and simpler forms. We considered how botanical elements could express the brand’s relationship with plants while creating an identity that felt more refined and worked across different applications.
The goal was to help the visual identity reflect the depth of Colleen’s expertise and the business she had built. That same thinking guided the website: preserve the warmth and discovery of Wild Roots while making the experience easier to navigate and manage.
A Shopify store that works for the business.
For a shop with an extensive catalog, choosing the right Shopify theme was a foundational decision.
We helped Colleen select a current theme that suited both the character of Wild Roots and the scale of its store. We then customized it around the business, giving its products, storytelling, and educational offerings space within a cohesive digital experience.
Daily management was central to the work. Colleen and her team needed to update the store independently as products, classes, and content changed. The website had to be something they could confidently work with as part of running the shop.
By connecting the design with those practical needs, we helped turn a source of frustration into a more workable foundation for the business.
Wild Kitchen Rituals
Creating a new way to gather, learn, and grow.
Teaching and gathering have always been central to Wild Roots. But hosting frequent in-person events had become too demanding for Colleen. She wanted to test whether virtual programs could support the business while allowing her to continue sharing her herbal knowledge and connecting with her community.
Wild Kitchen Rituals became a way to explore that possibility: an online class series bringing seasonal herbal practices into participants’ own kitchens.
Fenomenal helped shape the program’s presentation and designed its dedicated Shopify page. Botanical photography, earthy greens, and warm neutral backgrounds create a welcoming introduction. Seasonal class descriptions sit alongside Colleen’s story, the gardens, practical information, and clear invitations to participate.
The page connects the spirit of Wild Roots with the details someone needs to join. It also gives online education a considered place within the business, supporting Colleen’s exploration of a more sustainable teaching rhythm.
The Results
A clearer identity. A more manageable store. A new possibility.
The project gave Wild Roots a refreshed brand expression and a Shopify store better suited to its extensive catalog. It also gave Colleen and her team a website they could manage themselves as part of their daily work.
Wild Kitchen Rituals introduced a new possibility for the business: extending its educational offerings online and testing how virtual experiences could complement the shop and in-person gatherings.
Together, the work helped Colleen get unstuck and move forward while honoring the community connection that had made Wild Roots special for more than ten years.
“Fenomenal helped me get unstuck. They understood what makes Wild Roots special and helped us evolve the brand while honoring the community we’ve built. They found a Shopify theme that could work for our large catalog and customized it so my team and I could manage it ourselves. They also helped bring Wild Kitchen Rituals online, giving me a way to explore teaching beyond in-person events. We could keep the shop flowing while moving the business forward.”
— Colleen O’Bryant, Founder, Wild Roots Apothecary
the takeaway
Brand evolution should support the people behind the business.
For Wild Roots Apothecary, the glow-up connected a more confident identity with practical changes to how the business could operate.
A customized Shopify experience made room for a large catalog and the wider world of Wild Roots. A dedicated virtual program page supported a new way for Colleen to share her knowledge. Throughout, the work preserved the sense of place, care, and connection customers already loved—and created a clearer invitation for new people to discover it.
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