Case Study: White Oak Lavender Farm

White Oak Lavender Farm in Virginia is a destination for families, foodies, and lavender lovers.

Identifying the Issues

Desire: From Farm to Wellness Brand

During our initial meeting, White Oak communicated their desire to be seen as a wellness brand. 

After our team’s initial audit of the site and discovery call with White Oak, we identified the following branding and messaging issues:

  • Confusion around exactly what they offered at the farm and who their intended audience was. 
  • Content had been added haphazardly over time without organizational hierarchy or consideration of user experience, resulting in a crowded navigation menu and a confusing, complicated user experience.
  • The site didn’t convey the prestige that their business had earned in the region.
  • The existing logos (for the farm and their WOLF Vineyard products) were outdated and looked tired; the colors didn’t align with their stated target audiences of their desire to be seen as a wellness brand/ destination. 

Understanding The Buyer

Identifying the Audience

Our team collaborated with White Oak to gain clarity on their target audiences. Together, we identified three primary visitors to the farm and website:

  • Lavender lovers interested in “u-pick” farm services, learning more about lavender growing, and shopping for lavender plants and infused products. 
  • Families seeking fun activities, such as events, music festivals, animal experiences, and a day at the farm.
  • Foodies interested in trying unique and novel experiences, such as lavender wine and beer from their WOLF Vineyard, as well as lavender-infused food products. 

Building a Solution

Creating a Sophisticated Brand Story

After a deep dive into their ideal clients and analysis of the brand strengths that weren’t being communicated, a new logo and brand strategy were presented that supported their desire to be seen as a wellness brand. The new logo conveyed a soothing, unique, and modern design that could be carried over into the WOLF Vineyard secondary brand and, in the future, over to product packaging.

  • Content Strategy

    Outline objectives, personas and expected results.

  • Persona Worksheet

    For each visitor type, outline a relevant story including character, villain, problem, guide, plan, call to action and results.

  • Copy Development

    Expand the persona stories into relevant, engaging, persuasive copy to be woven throughout the website.

  • Mood Board

    Arrangement of images projecting the style direction

  • Logo Development

    Primary and variant logo development conveying soothing, unique and modern design

  • Color & Typography Palettes

    Unify visual identify, evoke target emotions, enhance visual appeal and usability

  • Conversion Rate Optimization

    Creating a simple, frictionless process to convert web visitors to buyers and farm visitors

  • Web Style Guide

    Provide a comprehensive set of rules for creating and maintaining a constant online presence while reinforcing brand identity and improving user experience

  • Website Implementation

    Bringing it all together to produce a relevant, engaging visitor experience that conveys and clarifies brand, resonates and converts.

Quantifiable Results

30% Increase in SEO Performance and Enhanced Website Experience

The site’s content was carefully considered, and existing content was mapped to an audience’s journey through the site. White Oak communicated that they had a “grow it, use it, eat it” philosophy on their farm, and we organized the site content around this existing brand messaging to make it easier for the audience to find what they were looking for.

  • Copy was updated to appeal to a specific audience. 
  • SEO best practices were applied and resulted in a 30.22% increase in keyword ranking (Nov 2024 thru May 2025)

46% Conversion Rate Improvement

By taking the time to fully understand White Oak’s audience segments, updating the visual branding, and reconsidering the website pages, structure, and copy as it related to the audience, and implementing conversion rate optimization (CRO) best practices, the White Oak Lavender website saw a 46.53% increase in conversions (90 day YoY 2024 to 2025, cart to checkout conversions)