Wilder Roots — New Brand Launch
A new homestead lifestyle brand launching with a full identity system, a custom site build, and an editorial-first content engine.
Wilder Roots arrived without a brand and without a site. Six weeks later they had both — a complete identity system, a site build engineered for conversion, and an editorial engine designed to keep shipping the day after launch. The case study below is a snapshot of how that came together.
We didn’t want a refresh. We wanted to launch like we’d been here forever. Wagonboy made the bones look like ten years of compounding work, on day one.
Case study placeholder — to be completed as the build progresses.
The brief
Wilder Roots came to Wagonboy needing a complete brand launch — identity system, voice, custom site build, and a content engine designed to ship from day one. Not a rebrand. Not a refresh. A net-new brand entering the market.
The work
Brand Alchemy. Naming, voice, visual identity, and the editorial pillars that anchor every piece of copy the brand publishes.
Big Boy Design. custom site build, no templates, no shortcuts. Built on the Wagonboy design system primitives.
AI + AEO Infrastructure. Schema markup, semantic architecture, and citation-ready content baked in from launch so the brand is discoverable by AI engines on day one.