From DIY to Delightful: Building A Pickle Story's Online Shop and Brand Home
Every once in a while, a project comes along that's just plain fun to work on. A Pickle Story, a small-batch, artisanal pickled foods brand based in Rhinebeck, NY, was exactly that - a rebrand in need of a website that finally matched its personality.
The Challenge: A DIY Site That Didn't Match the Brand
Christina, the founder of A Pickle Story, had previously built her own website. Like a lot of business owners, she gave DIY a real shot, but the finished product didn't reflect her brand, and it was difficult for her to navigate and update on her own. The site's design and functionality left her frustrated, and she struggled to present her story and products in a way that actually resonated with her audience.
She needed a custom Squarespace website that could carry her rebranded business into its next chapter: Something that felt as fresh and intentional as the products themselves.
The Before
The Goals: Fun, Functional, and Full of Personality
Christina's vision for the new site centered on a few key goals:
A fun, casual, and modern Squarespace website that highlights her product offerings
A user-friendly online shop to drive product sales, with both shipping and in-person pickup options
Clear communication of the brand's mission, artisanal values, and community-driven story
A dynamic events page so customers can stay up to date on pop-ups, special events, and farmers' market appearances
The Process: A 2-Week Foundation Build, Plus a Custom Shop
This project went through my Foundation package - with an online shop layered in to support both shipping and local pickup. The build included full desktop and mobile optimization, Google Analytics and Search Console setup, a personalized walkthrough recording, and a color palette curated to match A Pickle Story's playful, artisanal brand.
Because this business runs on personality as much as product, I made sure the site had room for that voice to come through - from the way products are described to how the events page keeps customers in the loop on where to find A Pickle Story next.
The Result
The finished website gives A Pickle Story a fun, modern online home complete with a working shop, a clear brand story, and a way to keep the community engaged through events and pop-ups.
Take a scroll through A Pickle Story'’s new Squarespace website:
Here are Christina’s lovely words:
“So, what can I say about Christina — the creative wizard behind the digital presence of A Pickle Story? She kept a rigorous design schedule for both our benefit. Firm, but kind — we got it done in 2 weeks. No matter the number of edits, Christina was completely undaunted — even if part of me felt like I was giving feedback opposite to the day prior. She rolled with it without complaint. I’m very happy with the final outcome.”
Why This Approach Works
Projects like A Pickle Story remind me why I love this work: Helping a small, personality-driven brand finally have a website that feels like them. Add in a functional online shop and an events calendar, and it becomes a real tool for growing the business.
Projects like this one are a good reminder of why I love what I do: Small, personality-packed brands deserve just as much collaborative energy and attention as any larger business, and that's exactly what they get from me.
Ready to Launch a Website (and Shop) That Feels Like You?
If your DIY site isn't cutting it anymore, or you're ready to add an online shop to your brand, let's talk. My Foundation package can have your new Squarespace website - shop included (*add-on) - live in as little as two weeks.
