I looked all over the world for high-quality, natural ingredients that actually work. My ingredients are safe for you, for infants, for the elderly, and for those with sensitive skin.
Sohjé Johnson, Founder of Audrey’s Cabinet
A Case Study: Audrey’s Cabinet
Working with Audrey’s Cabinet, our studio helped this local small business lay the groundwork for growth and continued success. Together, we simplified the company’s marketing and sales processes, created digital touch points to increase conversion rates, and refined the brand’s product packaging and visual identity.
Created Out of Necessity
Since 2020, Audrey’s Cabinet has been on a mission to change what we expect (and accept) from the wellness products we use. From known carcinogens to heavy metals and harsh, minimally tested chemicals, a staggering number of commercially available wellness products are flat-out toxic. Audrey’s Cabinet defies this industry trend by providing its customers with the tools and knowledge for a healthier mind, body, and soul.
The idea behind the company and its Omni Black product line was born out of necessity and backed by the lived experiences of its founder, Sohjé, and her grandmother (Audrey). Before creating her first product line, Sohjé was struggling with painful side effects from medications, treatments, and life-long ailments. Nothing she did seemed to help and commercially available products often compounded the pain. So she took matters into her own hands, rigorously testing ingredients for effectiveness and safety while pulling from the wisdom of her grandmother to find what worked.
Where It Started
At the start of our collaboration, Audrey’s Cabinet operated through word of mouth, socials, and relied exclusively on in-person sales and events. While this allowed the company to personally connect with each customer, it made it difficult for it to grow. When founder Sohjé Johnson approached us, she had a clear vision for Audrey’s Cabinet and the building blocks of a successful brand; what she didn’t have was a central hub she could sell her products and market her business from. So, we changed that.
Working together, we built a website that not only looked good, but was edit-friendly, functional, increased the brand’s reach, and expanded on the company’s mission. As we explored the challenges Audrey’s Cabinet faced, we found additional opportunities as well. On top of building the Audrey’s Cabinet website, we refined the company’s brand, created guidelines to ensure cohesion, and (later) refreshed the Omni Black product line’s labels to match.
Website
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Created a cohesive, client-editable eCommerce website to bolster sales and further brand visibility.
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Developed a navigable and informative ‘ingredient directory’ to promote brand adoption and transparency.
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Conducted reoccurring SEO initiatives to improve search visibility and ranking.
Brand
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Pinpointed what sets Audrey’s Cabinet apart from it’s competitors.
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Realigned the brands identity to compliment the company’s mission, vision, and business goals.
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Fleshed-out and established clear usage guidelines to maintain consistency and increase brand visibility.
Labels
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Updated existing label designs to improve legibility, brand cohesion, and comply with retailer requirements.
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Established a straightforward design system to differentiate ‘Mini’ from ‘Full’ sized products.
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Created product landing pages to increase engagement and repeat sales.
Anytime I have a problem, Moira’s there with a solution. They work just as hard as I do and really get me and what I’m doing. I’m so proud of what we’ve accomplished!
Sohjé Johnson, Founder of Audrey’s Cabinet
The Results
Since we started working with Audrey’s Cabinet, we’ve watched the company grow and build the space it set out to create. While the initial website launch was the biggest step with immediate, tangible results, the work we’ve done since (and continue to do) has directly impacted sales and kept people coming back. Between the label updates, routine SEO maintenance, brand initiatives, and more, we’ve watched site traffic more than double and sales steadily increase year after year. With plans to release new product lines, classes, and expand its services, we’re excited to see where Audrey’s Cabinet will be in the coming years.
YEARS 1-2
Website Launch
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$600+ Captured in Online Sales within First 3 Days of Website Launch
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60% Increase in Customer Engagement and Brand Visibility by End of Year 2
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55% Year-Over-Year Increase in Revenue from Online Sales by End of Year 2
YEARS 3-4
Brand + Website Updates
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133% Year-Over-Year Increase in Organic Site Traffic
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60% Increase in Customer Engagement and Brand Visibility by End of Year 2
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55% Year-Over-Year Increase in Revenue from Online Sales by End of Year 2
YEARS 5-6
Label Refresh
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267% Year-Over-Year Increase in Unique Site Traffic
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~50% Increase in Revenue by End of Q1 2026 (Compared to Q1 2025)
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~21% Increase in Unique Site Traffic by End of Q1 2026 (Compared to Q1 2025)
| Client | Audrey’s Cabinet |
| Industry | Personal Care, Health + Wellness |
| Website | AudreysCabinet.com |
| Credits | Sohjé Johnson (Logo Concept and Design), M. Marcel Lamont (Original Label Design), Larry Wright (Product Photography), Brandie Jackson (FreeYourselfMedia, Videography) |
Last Updated April 2025 | Published January 2023
Metrics and data sourced from Audrey’s Cabinet, customer surverys, Google, and Squarespace Analytics. Confidential and/or proprietary information has been omitted or replaced with stock images and/or descriptions in compliance with non-disclosure agreements (where applicable).