Standard Dose
Designing a Wellness Destination From the Ground Up
I helped build Standard Dose from naming through launch: product design, Shopify development, brand identity, and photography. It started as a CBD company and grew into a multi-brand wellness marketplace with a retail space in NoMad.
Setting the Foundation
The wellness space was split between clinical brands that felt like a pharmacy and luxury brands that felt inaccessible. Standard Dose needed to sit between the two. Premium enough for Sephora shelves, approachable enough for someone Googling 'CBD for sleep' at midnight. I chose warm neutrals over the sterile whites dominating the category, paired a refined serif with a functional sans, and kept the packaging minimal but tactile. The brand had to feel trustworthy before someone ever tried a product. That meant every touchpoint, from the wordmark to the shipping box, needed to feel personal and intentional.
The Digital Storefront
I designed and developed every page of the e-commerce site on Shopify: homepage, product pages, collections, checkout, and even a wellness quiz that matched people to the right products based on what they were actually dealing with. From day one, I owned the entire site, building out custom landing pages, seasonal promotions, holiday gift guides, and everything in between. Most sites in the space organize by brand, which buries smaller labels and assumes you already know what you're looking for. I structured everything around need states (sleep, stress, pain) so new visitors had a clear way in and every brand on the platform had a real chance to be discovered. The need-state architecture changed how people shopped. Customers who came for one product were now browsing three or four. The result was a site that felt more like a knowledgeable friend than a catalog.
Digital to Physical
The NoMad flagship was the brand made physical. Products sat on shelves like objects in someone's home, not inventory in a store. The same feeling you got browsing the site, that sense of care, of things being chosen, carried through to the terrazzo counters and the way the light hit the product. It wasn't just retail, it was the brand you could walk into.
Brand Beyond the Screen
I wanted the brand to feel just as considered off-screen as it did on. Meditation guides with QR codes that linked to audio sessions. Weekly supplement trackers. Packaging details that made opening a delivery feel like a small occasion. I ran content across email, social, and the site's editorial pages with one guiding principle: pair something useful with something shoppable. A gut health guide next to the probiotics. Meditation techniques next to the cushion set. Content-driven landing pages became a top organic entry point for new visitors, and on social, we built a world around the brand rather than just pushing product.
Campaign & Product Photography
I shot the still life campaigns and product photography, everything that showed up on the site, in emails, and across social. Natural textures, warm light, nothing sterile. Because I was designing and shooting, the visual language stayed tight. There was no gap between what I envisioned and what ended up in front of the customer. What started as a CBD brand grew into a multi-brand wellness marketplace with over 100 curated brands, a flagship retail space in NoMad, and a loyal customer base built on trust. The identity, site, and content system I built from day one scaled with the business through every phase of that growth.
Clean Beauty Collective
LET'SWORKTogether
Whether you want to learn more about my offerings, talk through your site, or just say hey 👋🏻, I'm always available to chat! Drop a message 📬 below or email me directly at Contact@JoeyCupelli.com and I'll get back to you as soon as I can.