Root of It Wellness — Brand Identity, Packaging & Shopify Site for a Skincare Startup

Root of It Wellness — Brand Identity, Packaging & Shopify Site for a Skincare Startup

Launching a clean skincare brand from concept to conversion—complete with custom packaging, branding, and a Shopify e-commerce site.

Root of It Wellness — Brand Identity, Packaging & Shopify Site for a Skincare Startup

client
Root of It Wellness
http://www.rootofitwellness.com
Project year
2024
Project Scope
Brand Identity
Logo Design
Packaging Design
Project Management
Supply Chain
UI/UX Design
Web Design
E-Commerce
Creatives
Donna Melger
Daiana Yurzola
Ivi Jerman
Project tools
App Integration
CSS & HTML
Figma
Google Analytics
Ilustrator
Photoshop
SEO basic principals
Shopify
Metafields

About the Brand

Root of It Wellness (ROIW) is a Santa Cruz–based skincare brand rooted in clean, nature-infused ingredients and intentional living. As a newly launched business, their goal was to develop a premium skincare brand identity, sustainable packaging design, and a Shopify-powered e-commerce experience that could grow with their vision—while staying true to their commitment to natural wellness.

My Role

I led the entire creative and operational buildout—from early discovery to delivery:

  • Brand identity design (logo, color, typography, iconography)
  • Packaging design & scent icon system
  • Packaging procurement & supplier coordination
  • Shopify website design & full build
  • UX research, user flows, and wireframes
  • Art direction for photography
  • Creative project & production management
Laptop image of a shopify skincare website

The Challenge

Create a cohesive brand system—from visual identity and packaging to a Shopify website—that clearly communicates Root of It Wellness’ values: trust, simplicity, and botanical care. The experience needed to feel elevated yet accessible, reflecting their mission to educate and empower through clean skincare.

ROIW Icon system with a women holding skincare products
Icons and Product packaging

The Solution

To bring the brand to life, we began with collaborative discovery sessions to define Root of It Wellness’ voice, values, and audience. From there, we crafted a clean and elevated brand system—including a nature-inspired logo, calming color palette, and a messaging framework centered around trust, education, and empowerment.

Brand attributes for Root of it wellness
Brand Synthesis & Attributes

Journey Map for Root of it Wellness
Journey Map

Personas

Witness the evolution of the logo through our design journey. It’s a testament to the iterative process and our commitment to refining and perfecting until we reach the pinnacle of the final version. Featuring organic shapes with clean lines, reflecting the natural ingredients within the products. The circled "R" holds a special meaning for Toni.

Root of it Wellness Logo Evolution
Logo Evolution

We also created a set of over 50 custom scent icons—used across packaging and web—to help customers identify ingredients intuitively and enhance the shopping experience.

ROIW icon system for their packaging
Scent Icons system

ROIW’s brand design boasts a clean, elegant label on a white canvas, emphasizing purity and simplicity. The crisp logo adds a touch of sophistication, ensuring recognition and trust. Complementing this, the carefully positioned icon on the right offers a subtle yet captivating touch. This strategic placement not only adds visual intrigue but serves a functional purpose – providing users with a quick glimpse and insight into the delightful scent awaiting them within the product.

Women posing with Root of it wellness skincare products
Final packaging

On the digital side, I designed and built a Shopify website with a mobile-first layout, product filtering, and integrated lifestyle imagery to reinforce the brand’s purpose across every touchpoint.

About the Brand

Root of It Wellness (ROIW) is a Santa Cruz–based skincare brand rooted in clean, nature-infused ingredients and intentional living. As a newly launched business, their goal was to develop a premium skincare brand identity, sustainable packaging design, and a Shopify-powered e-commerce experience that could grow with their vision—while staying true to their commitment to natural wellness.

My Role

I led the entire creative and operational buildout—from early discovery to delivery:

  • Brand identity design (logo, color, typography, iconography)
  • Packaging design & scent icon system
  • Packaging procurement & supplier coordination
  • Shopify website design & full build
  • UX research, user flows, and wireframes
  • Art direction for photography
  • Creative project & production management
Laptop image of a shopify skincare website

The Challenge

Create a cohesive brand system—from visual identity and packaging to a Shopify website—that clearly communicates Root of It Wellness’ values: trust, simplicity, and botanical care. The experience needed to feel elevated yet accessible, reflecting their mission to educate and empower through clean skincare.

ROIW Icon system with a women holding skincare products
Icons and Product packaging

The Solution

To bring the brand to life, we began with collaborative discovery sessions to define Root of It Wellness’ voice, values, and audience. From there, we crafted a clean and elevated brand system—including a nature-inspired logo, calming color palette, and a messaging framework centered around trust, education, and empowerment.

Brand attributes for Root of it wellness
Brand Synthesis & Attributes

Journey Map for Root of it Wellness
Journey Map

Personas

Witness the evolution of the logo through our design journey. It’s a testament to the iterative process and our commitment to refining and perfecting until we reach the pinnacle of the final version. Featuring organic shapes with clean lines, reflecting the natural ingredients within the products. The circled "R" holds a special meaning for Toni.

Root of it Wellness Logo Evolution
Logo Evolution

We also created a set of over 50 custom scent icons—used across packaging and web—to help customers identify ingredients intuitively and enhance the shopping experience.

ROIW icon system for their packaging
Scent Icons system

ROIW’s brand design boasts a clean, elegant label on a white canvas, emphasizing purity and simplicity. The crisp logo adds a touch of sophistication, ensuring recognition and trust. Complementing this, the carefully positioned icon on the right offers a subtle yet captivating touch. This strategic placement not only adds visual intrigue but serves a functional purpose – providing users with a quick glimpse and insight into the delightful scent awaiting them within the product.

Women posing with Root of it wellness skincare products
Final packaging

On the digital side, I designed and built a Shopify website with a mobile-first layout, product filtering, and integrated lifestyle imagery to reinforce the brand’s purpose across every touchpoint.

client
Root of It Wellness
http://www.rootofitwellness.com
Project year
2024
Project Scope
Brand Identity
Logo Design
Packaging Design
Project Management
Supply Chain
UI/UX Design
Web Design
E-Commerce
Tools
App Integration
CSS & HTML
Figma
Google Analytics
Ilustrator
Photoshop
SEO basic principals
Shopify
Metafields
Creatives
Donna Melger
Daiana Yurzola
Ivi Jerman

Have a skincare product you’re ready to launch? Let’s bring it to life—beautifully and strategically.

Let's Build It!schedule a consult

The Results

Root of It Wellness launched with a polished, professional presence across packaging and digital. The Shopify site scored a 100% technical health rating at launch and received over 500 visits in the first 30 days—with 50% of users accessing from mobile.

Customers described the experience as “clean,” “trustworthy,” and “easy to navigate”—a reflection of the strong visual identity, user-centered UX, and seamless shopping flow.

The packaging system is now production-ready, and the brand is positioned to grow its product line and digital reach with confidence.

Root of it wellness website pages using a GIF
Website pages with sidebar filtering, FAQ expansion and Blogs

Key Takeaways

Root of It Wellness launched with a polished, professional presence across packaging and digital. The Shopify site scored a 100% technical health rating at launch and received over 500 visits in the first 30 days—with 50% of users accessing from mobile.

Customers described the experience as “clean,” “trustworthy,” and “easy to navigate”—a reflection of the strong visual identity, user-centered UX, and seamless shopping flow.

The packaging system is now production-ready, and the brand is positioned to grow its product line and digital reach with confidence.

The Results

Root of It Wellness launched with a polished, professional presence across packaging and digital. The Shopify site scored a 100% technical health rating at launch and received over 500 visits in the first 30 days—with 50% of users accessing from mobile.

Customers described the experience as “clean,” “trustworthy,” and “easy to navigate”—a reflection of the strong visual identity, user-centered UX, and seamless shopping flow.

The packaging system is now production-ready, and the brand is positioned to grow its product line and digital reach with confidence.

Root of it wellness website pages using a GIF
Website pages with sidebar filtering, FAQ expansion and Blogs

Key Takeaways

Root of It Wellness launched with a polished, professional presence across packaging and digital. The Shopify site scored a 100% technical health rating at launch and received over 500 visits in the first 30 days—with 50% of users accessing from mobile.

Customers described the experience as “clean,” “trustworthy,” and “easy to navigate”—a reflection of the strong visual identity, user-centered UX, and seamless shopping flow.

The packaging system is now production-ready, and the brand is positioned to grow its product line and digital reach with confidence.