case study
Rooted Sage
services
Brand Strategy, Brand Design, Copywriting, Packaging Design
The Challenge
The Self-Care Shoppe, a metaphysical brand specializing in teas, crystals, and spiritual goods, had been operating with a DIY brand identity since 2020. Founder Shy sought to refine her messaging and establish herself as a leader in the luxury space. As a Black female entrepreneur, she wanted to highlight her ancestral Hoodoo roots—an integral part of her recipes—while standing apart from the predominantly whitewashed metaphysical market.
The Solution
We helped transform The Self-Care Shoppe into Rooted Sage, a modern apothecary and tea atelier with the tagline “Ancient Rituals for Modern Wellness.” This rebrand included a complete overhaul of the brand’s messaging, visual identity, and packaging design.
To differentiate Rooted Sage from the competition, we embraced an apothecary aesthetic with dark, moody tones and gold foil accents, creating a luxurious and evocative presence. The new tea and conjure oil packaging features amber apothecary bottles, elevating the brand experience while promoting sustainability through refill pouches.
Beyond aesthetics, we repositioned the brand as a purveyor of ritual experiences rather than just products. By emphasizing themes of ancestrality, tradition, and transformation, Rooted Sage now connects deeply with customers seeking healing, prosperity, inner peace, and personal growth. This strategic shift not only allows for premium pricing but also increases perceived value and customer loyalty.
