Who They Are
Eleven TLC (Total Life Care) is a US-based wellness supplement brand founded by Hea Won. The range spans mushroom adaptogens, functional drink mixes, teas, superfoods, tinctures, and the flagship sub-brand Verdant Daily — a structured daily metabolic support system. Hea Won's name translates to "Intelligent Garden" in Korean, and that origin story anchors the brand's editorial identity. She communicates with warmth and intelligence; treat her own language and framing as brand assets.
What We Do for Them
- Shopify theme development and site redesign
- Metafield strategy and implementation
- Blog architecture and content infrastructure (The Intelligent Garden)
- Brand design system (Phase 2 — Tinker theme migration)
- SEO and AI discoverability strategy
- Email marketing architecture (Klaviyo)
Tone of Voice & Copy Rules
- Always check the brand guide v2.0 before writing copy or making design decisions for this client. The v2.0 PDF and HTML live in Google Drive
01 - Brand/. - Green is not a general main site colour (v2.0 change) — reserve it for the footer and one intentional brand section max. Reach for Warm Sand, Warm Stone, Gold Wash, or Blush Rose for section variety on the main site.
- The Intelligent Garden editorial identity (Thea Aurea) is a principle, not a person — do not present it as a human author.
- Hea Won's own framing and language are brand assets — preserve and honour them in all deliverables.
- Avoid em dashes in all copy for this client (Phil's preference).
- Two-tier brand architecture: Eleven TLC (parent, warm cream + blush rose dominant, magenta CTAs) and Verdant Daily (sub-brand, forest green dominant, no magenta). Both share Cormorant Garamond + DM Sans typography and cream/gold bridge colors.
- Metafield plan delivered (five phases) — implementations include Cost Per Serving, Function/Sensory Layer, FAQPage JSON-LD schema, consumer-facing FAQ accordion, and channel copy variants.
- Blog = The Intelligent Garden — five content pillars: The Body, The Mind, The Connection, The Field, The Practice. Editorial identity: Thea Aurea. Email newsletters function as article excerpts driving readers back to the blog.
- Shopify colour schemes: 9 schemes defined in Brand Guide v2.0 — Cream Light, Warm Sand, Gold Wash, Blush Rose, Forest Green (footer), Verdant Primary, Verdant Dark, Verdant Sage, Near White/Minimal. Schemes 1–5 are main site; schemes 6–9 are Verdant Daily exclusive. Phil is rebuilding all schemes from scratch based on v2.0 palette.
- Communication style: Hea Won is warm, considered, and health-educated. Avoid corporate tone. Keep client-facing communication concise (four paragraphs or fewer).
Brand & Key Context
- Two-tier brand architecture: Eleven TLC (parent, warm cream + blush rose dominant, magenta CTAs) and Verdant Daily (sub-brand, forest green dominant, no magenta). Both share Cormorant Garamond + DM Sans typography and cream/gold bridge colors.
- Verdant Daily is the hero product — a premium structured metabolic beverage system ([rate]/21-day supply). It should receive dedicated prominence on the homepage and its own elevated page treatment.
- SparkLayer handles wholesale — wholesale pricing and food service accounts are managed outside Shopify. The hospitality/bulk channel is a real revenue stream.
- Metafield plan delivered (five phases) — implementations include Cost Per Serving, Function/Sensory Layer, FAQPage JSON-LD schema, consumer-facing FAQ accordion, and channel copy variants.
- Blog = The Intelligent Garden — five content pillars: The Body, The Mind, The Connection, The Field, The Practice. Editorial identity: Thea Aurea. Email newsletters function as article excerpts driving readers back to the blog.
- Klaviyo: One account, segmented. Welcome sequence introduces the five pillars one at a time.
- Custom Liquid sections do not survive theme updates — always use native Shopify blog infrastructure with metafields and unique templates per content type.
- Magenta is reserved exclusively for primary CTA buttons on the main site. Verdant pages are magenta-free.
- Green restriction (v2.0): Forest Green and Deep Green are reserved for the footer and a maximum of one intentional brand section on the main site. Green is the primary structural colour on Verdant Daily pages only. Do not suggest green section backgrounds elsewhere on the main site.
- Neutral colour tier (v2.0): The palette now includes Warm Sand (#EDE6D6), Warm Stone (#C8B8A0), Gold Wash (#F2E8D0), Gold Light (#D4B06A), and Gold Deep (#967847). These replace dark green sections across the main site and give the design a brighter, lighter feel. Use these for section alternation on the main site before reaching for green.
- Shopify colour schemes: 9 schemes defined in Brand Guide v2.0 — Cream Light, Warm Sand, Gold Wash, Blush Rose, Forest Green (footer), Verdant Primary, Verdant Dark, Verdant Sage, Near White/Minimal. Schemes 1–5 are main site; schemes 6–9 are Verdant Daily exclusive. Phil is rebuilding all schemes from scratch based on v2.0 palette.
- Communication style: Hea Won is warm, considered, and health-educated. Avoid corporate tone. Keep client-facing communication concise (four paragraphs or fewer).
Active Projects
Full Site Redesign (Tinker Theme)
Shopify Metafield Architecture
The Intelligent Garden Blog
Tinker Theme - UI Controls
Working With This Client
See Brand & Key Context above for working style notes.