Ashy Ego Candle Co | Brand & Shopify Website Design
Ashy Ego Candle Co. is a Calgary-based candle and wellness brand born from founder Jennifer’s healing journey. Rooted in themes of transformation, femininity, and ancestral connection, the brand offers clean-burning soy candles that hold space for reflection, reconnection, and well-being. Jennifer wanted a brand and online experience that felt grounded, luxurious, and a little dark — with just the right balance of soul and sophistication.
The Deliverables:
Brand Identity Development
Brand Messaging & Positioning
Tagline Development
Brand Guidelines
Content Doc Guide
Website Copy Editing
Branded Shopify Website Design
Backend Setup (Shipping, Reviews, Forms, Email Auto-Responses)
Objective:
Create a cohesive brand identity and Shopify website that visually and emotionally reflects the story behind Ashy Ego, communicates the brand’s purpose and value, and sets the foundation for a premium customer experience — from first click to post-purchase.
Challenges:
The brand needed to stand out in a sea of neutral-toned competitors, while still feeling grounded and earthy
We wanted to embrace the “ashy” concept — but in a way that felt rich, dark, and luxurious rather than cold or muted
Jennifer’s story was emotional and layered, and needed to be distilled into messaging that felt authentic and not overwhelming
Shopify’s backend setup needed to be optimized for both ease of use and functionality before launch
Our Solution:
Brand Identity: We created a visual identity rooted in transformation, healing, and connection — blending rich, smouldering tones with a soft serif logo and minimal linework. The palette, typography, and textures were chosen to reflect the brand’s emotional depth while maintaining an elevated, cohesive look across every touchpoint.
Key Messaging: We crafted a brand statement and tagline that reflect the soul of Ashy Ego. The tagline — Where the ego burns, the soul ignites — captures the heart of the brand in a single line. The messaging was carried throughout the website and content to establish a consistent and compelling voice.
Shopify Website Design: We designed a branded Shopify storefront that feels warm, luxurious, and intentional. The product pages were structured to include collapsible candle care details, ingredient info, and brand values without overwhelming the layout.
Website Copy Editing: We refined Jennifer’s existing copy to reinforce brand voice and guide the customer journey.
Backend Setup: Behind the scenes, we set up the shipping, installed and styled a review app with email follow-ups to collect post-purchase feedback, and set up a Shopify-integrated email auto-response flows — creating a foundation for future email marketing and customer engagement.
Results Achieved
Ashy Ego Candle Co. now has a brand and website that fully embody its origin and intention. With a cohesive aesthetic, grounded messaging, and a user-friendly e-commerce experience, the brand is set up to connect with its audience on a deeper level and build a loyal community. Jennifer now has the confidence to launch and grow her business knowing the foundation is aligned with her vision.
