Project overview

PLO - PrimalLife Organics

Primal Life Organics is a wellness brand offering natural, toxin-free alternatives for skincare, oral care, and holistic health. Founded with a mission to eliminate harmful ingredients from daily routines, the brand has built a loyal following through its distinctive product formulations. By 2024, Primal Life Organics had grown into a multi-million-dollar direct-to-consumer brand, with reported annual revenue in the $5M–$8M range. It was acquired by Society Brands in 2024. In preparation for a high-visibility media new product flavor launch, and the next phase of brand growth, the brief was to evolve their visual identity, and overhaul their Shopify website to reflect a more modern, elevated, and conversion-driven experience.

Our goal was to deliver a cohesive brand evolution and strategic e-commerce redesign that would not only modernize the visual system but also improve product storytelling, boost trust, and streamline the customer journey across a large and complex catalog. With over 600 SKUs and multiple product categories, the project required a balance of design clarity and backend efficiency—all under a tight timeline aligned with new product flavor release on a national podcast.

We began by refining the visual identity, shifting from a saturated, text-heavy aesthetic to a cleaner, more premium feel anchored in a neutral color palette, minimal typography, and elevated product packaging for the release of a new flavor.

The website was rebuilt on a custom-tailored Shopify theme, designed to support both rich content and a seamless path to purchase. We restructured the product navigation around customer concerns and needs—“By Concern” filters, educational overlays, and mobile-first layouts all worked together to guide the user.

The result is a bold but clean digital experience that reflects the passion and integrity behind Primal Life Organics.