Wilder Roots
New brand, custom site, and a homegrown CRM with a live order rack — built in six weeks, fully managed by the family running the farm.
Wilder Roots is a family farm with small-business roots, agricultural know-how, and an educational mission. They came to us with no brand, no site, no order system, and a need to launch like they'd been doing this for years. We built all three in parallel: an identity system grounded in a hand-painted watercolor style with custom iconography; a custom site that puts the story before the storefront; and a homegrown CRM with a live order rack that lets customers shop the actual microgreens as they grow.
The order rack changed how we sell — customers see the microgreens growing in real time and pick right off the shelf. The CRM means we never re-key an order. Brand, site, system: built together, owned by us.
Where it started
Wilder Roots needed to launch as a real brand on day one — not look like a side project that grew into a business. They had the product, the mission, and the family behind it. They needed identity, infrastructure, and an order system that matched how a farm actually works.
The brand
Built from the soil up. Hand-painted watercolor theming carries through every surface. Custom monogram and wordmark. Custom branded iconography so the brand reads as itself in every context — never borrowed from an icon library, never generic. Every mark is theirs.
The site
A custom build, not a template. Editorial-first — the story leads, the products follow, and the FAQ, team, and gallery reinforce the trust that family-run businesses live and die on. Every page is part of the narrative; nothing is filler.
The order rack
The hero of the build. Most farm shops list products as static cards — a name, a price, a stock photo from last season. Wilder Roots shows you the microgreens growing in real-time. You see what's available right now, what's nearly ready, and what just shipped. You pick what you want off the actual rack. We built it from scratch.
The CRM
No Salesforce, no HubSpot, no recurring SaaS bills for a three-person team. We built a custom CRM and order management system tied directly to the order rack: contacts, products, labels, orders — all under one login, all branded to Wilder Roots, all owned by Wilder Roots forever.
What shipped
Wilder Roots went live with the brand, the site, the order rack, and the CRM running in parallel — one connected system, not a stack of tools held together by hope. The first three customers landed within two weeks of launch, with operations running on infrastructure the team owns outright.