Hope Hill Farm: E-Commerce Website Design for a Natural Skincare Brand
Hope Hill Farm is a small, family-run business based in Indiana, specializing in handcrafted goat milk skincare and home products. Founded by best friends Amy and Jessica, the company was born out of a mission to create natural, chemical-free alternatives to store-bought skincare. With Amy’s background in veterinary medicine and a herd of high-quality goats, combined with Jessica’s creative expertise, they have built a brand that blends craftsmanship with eco-conscious values.
- Branding, Website
Project goals
From Farm to Digital Frontier
When Hope Hill Farm approached us, they were ready for a transformation. Their brand had heart, but they needed a more refined visual identity and a website that could do more than just serve as a basic Square storefront. They wanted a platform that would not only elevate their goat milk soap sales beyond their local market but also tell their story—one of craftsmanship, family, and an award-winning Nigerian Dwarf goat herd.
Their goals were clear: increase online sales, attract more traffic, and create a deeper connection with customers who would keep coming back. They also had a vision for a ‘herdbook’—a dedicated space to highlight their breeding program, emphasize the importance of genetics, and increase sales of their prized baby goats while showcasing their award-winning herd. But beyond sales, they wanted their website to invite people into their world, helping visitors feel like part of the Hope Hill Farm family.
Functionality was just as important as aesthetics. They needed a visually appealing, easy-to-navigate site that seamlessly connected with their social media. Inventory control and product updates had to be simple and efficient, and checkout needed to be smooth, with a convenient pay-at-pickup option. Above all, they wanted a digital home that reflected the warmth, care, and passion behind their farm—one that not only sold products but also shared their journey.
branding
More Than a Logo: Branding the Heart of Hope Hill Farm
Refreshed Logo
We call it a refresh because Hope Hill Farm wanted to preserve the essence of their existing logo—the hills and sun—but with a more polished, intentional design (and, in their words, to “make it look less like a butt crack”). To solve this, we straightened the curve of the hills and integrated them within the typography, adding both uniqueness and balance. Beyond refining the illustration, they also needed versatile logo variations, including a horizontal version and a logomark, ensuring their branding remained strong and recognizable across different applications.
Color palette & typography
Before this project, Hope Hill Farm lacked a cohesive visual identity beyond their logo. We explored color schemes and typography that would balance their bright and inviting personality with the earthy, grounded feel of their farmhouse-style aesthetic. The final palette features warm greens and yellows, evoking freshness, warmth, and connection—perfectly aligning with Hope Hill Farm’s brand essence. For typography, we paired a clean sans-serif for headlines and body text with a handwritten font, adding a handcrafted, personal touch. To further enrich the brand, we incorporated custom patterns and textures, along with a hand-drawn illustration of their beloved goat, Pepper—one of their favorite and most meaningful details.
Brand Voice & Messaging
To bring their story to life, we collaborated with a copywriting partner to shape a brand voice that felt friendly, heartfelt, and deeply rooted in their values. Sustainability and stewardship—caring for God’s creation—became central themes, alongside their commitment to crafting high-quality, chemical-free products. These values were thoughtfully woven into every detail, even down to the product descriptions (which came with the unique challenge of capturing scents we’d never actually smelled!). Just as important was ensuring their Christian faith remained an unmistakable part of their brand, reflecting the foundation of their lives and business. More than just selling products, they wanted to foster personal connections—welcoming customers into the Hope Hill Farm family and creating a true sense of belonging with every interaction. (Huge kudos to our copywriting partner for helping bring their story to life through words!)
With these elements in place, Hope Hill Farm now has a cohesive, recognizable brand that embodies authenticity, care, and a deep-rooted passion for their craft.
kind words
“All the feedback we’ve received have been VERY positive. Our expectations were exceeded continuously throughout the entire process. It was obvious that it was all completed with care and with our vision in mind. Digital Cravings took our vision and made it a reality, even knowing what we would want and need before we did!”
website
A Shopify Website Built for E-commerce
Once the branding was finalized, we moved on to designing and developing their new website. Initially, the site was built on ShowIt, a highly flexible platform that allowed for a visually rich, storytelling-driven design. To accommodate their e-commerce needs, we integrated Shopify for seamless product management.
However, as the business grew, managing inventory updates on ShowIt became cumbersome. After discussing the pain points with the client, we transitioned their entire website to Shopify, a platform built specifically for e-commerce. This move allowed Amy and Jessica to update product listings effortlessly without requiring any website code changes.
Our approach focused on:
Seamless Shopify Migration
Ensuring a smooth transition while preserving Hope Hill Farm’s unique branding.
Custom Shopify Widgets
Implementing features like a carousel to help tell their story visually, giving customers a behind-the-scenes look at the farm and the animals behind the brand.
SEO & Performance optimization
Creating individual landing pages for each product, boosting search engine visibility.
The end result is a fully optimized, easy-to-manage e-commerce website that reflects Hope Hill Farm’s story and mission while streamlining their operations.
results
A Stronger Presence, Built for Easy Growth
Since launching their updated branding and Shopify website, Hope Hill Farm has seen remarkable improvements, including:
Increased efficiency
A streamlined product management system and website platform that saves Amy and Jessica valuable time.
higher search visibility
SEO-optimized product pages leading to better rankings in Google search results.
expanded reach
With a Shopify & Google Merchant Center Integration, their products now appear in Google Shopping, expanding their reach.
By aligning their branding and digital presence with their business goals, Hope Hill Farm is now positioned for long-term growth. At Digital Cravings, we take pride in crafting solutions that aren’t just beautiful—they drive real results.
