Sweet Grass Essentials

A sweet upgrade for a shopify wellness store.


Sweet Grass Essentials




3 Months


Health & Wellness


  • Brand Strategy
  • Visual Identity
  • Brand Story
  • Website Design
  • Website Development

The Problem

Owned by holistic practitioner Jennifer Pazaruski, Sweet Grass Essentials previous website struggled to connect with its target audience and generate consistent sales. The root cause of this issue was multi-faceted:

  • The website wasn’t customized or optimized for growth
  • The website wasn’t written or designed to drive sales
  • The marketing efforts were minimal, so there was inconsistent traffic to the website

Despite this, Jennifer’s products received numerous positive reviews and had a loyal following, demonstrating the quality and appeal of Sweet Grass Essentials.


The Goal

Jennifer wanted a website that would grow with her business, have better performance, and provide an easier user experience for their customers. Our team worked closely with her to create a website that met her goals for Sweet Grass Essentials.

The Solution

Upgrade the current website to include targeted messaging, intuitive navigation and design, and a new theme to tie it all together.

Strategy + Moodboards

When designing the build, our focus is always on the end-users and their desired actions. Through desk research and interviews, we honed in on three key target audiences: women aged 30-60, families with children, and mothers. By understanding their pain points, needs, motivations, and obstacles, we were able to tailor our messaging and design specifically to appeal to them.

For the moodboard, our UI/UX designer aimed to create a clean and minimal look with natural color tones. The goal was to make the products the center of attention and evoke a welcoming and earthy feel.

Optimizing the Shopify Template

One of the challenges we faced was to ensure that the website was optimized for better performance. Our team cleaned up the code and made sure that it was organized in a way that would improve the website’s speed and efficiency. The result was a website that was much faster and smoother, leading to a better overall user experience.

We also made sure that the website was optimized for mobile devices. In today’s world, it’s critical that a website is accessible and user-friendly on all devices. Our team worked tirelessly to make sure that the Sweet Grass Essentials website was not only responsive, but also provided a seamless experience for mobile shoppers.

M's Collaborative Approach

Anyone can take a prebuilt website theme and make it work, but we went a step further by bringing our expertise in copy, design, branding, user experience, and site architecture to the table.

We created a custom design with unique page sections and template adjustments to help illustrate the brand’s message, highlight external articles that the company has been featured in, and provide an easier way for customers to find what they’re looking for.


Jennifer’s approach to wellness is rooted in the basics, reflecting the values with which she was raised and her belief in the power of natural, uncomplicated solutions for maintaining health. Sweet Grass Essentials is more than just a store—it’s a lifestyle destination that encourages a return to the essentials of health and wellness.

We used her tagline, “Back to Basics,” as inspiration and direction for the website’s messaging. Based on our research, her audience deeply resonated with messages addressing their desire for living simply and holistically. With this information and messaging direction, we addressed the user’s pain points and lead them through a journey centering their aspirations.


Sweet Grass Essentials was thrilled with the final result. Jennifer appreciated the fact that they now had a website that was custom designed and built specifically for them, but was also easy to use and maintain. They also appreciated the professional support that they received throughout the entire process, and were confident that they had a website that would grow with their business and provide a better user experience for their customers.

Curious about M’s e-commerce website services? Send us your questions here.