Rebranding and Developing a Custom B2B Shopify Plus Theme for Pure Ground Ingredients
Pure Ground Ingredients had outgrown a WordPress site, a 2010-era brand, and a wholesale process that lived in spreadsheets and email. We rebuilt the positioning, redesigned the identity from logo to lobby, and shipped a B2B Shopify Plus storefront that handles custom-quantity wholesale orders without anyone picking up the phone.
Live since 2022
A regional ingredient supplier selling like one — and ready to stop.
Pure Ground Ingredients had built a successful B2B ingredient business in Northern Nevada — supplying food manufacturers with bulk dry goods at a level of quality their competitors couldn’t match. The reputation was earned. The brand wasn’t.
Their visual identity dated to the early 2010s — a logo and palette that read “regional commodity supplier” instead of the precision, sustainability, and innovation the company actually delivered. The corporate lobby and sales materials told the same story: capable, but quiet. New buyers couldn’t tell from a first impression that Pure Ground belonged in the conversation with the bigger national ingredient houses they were already shortlisted against.
The commerce stack was just as constrained. A WordPress site couldn’t support custom-quantity wholesale orders — every B2B request still ran through a sales rep, a spreadsheet, and a 24-to-48-hour quote turnaround. The rebrief was a system rebuild: brand positioning that earned the room, a visual identity that traveled from packaging to storefront to the lobby wall, and a unified Shopify Plus B2B storefront that let customers self-serve the same custom orders that used to require a phone call.
Position the company first. Then ship the system that proves it.
Positioning rooted in B2B buyer research.
Started with primary research across the executive, sales, and marketing teams plus competitive analysis of the national ingredient houses Pure Ground was already losing deals to. Surfaced the under-told story: precision sourcing, traceable supply chain, and a level of customization the bigger players couldn't match without losing margin.
Brand identity, logo to lobby.
New logo, color system, typography, and a flexible mark that scales from a 50lb bag to a 60-foot signage wall. The identity got tested across packaging, vehicle wraps, sales decks, and the corporate HQ lobby — including signage and interior environmental design — so the first impression matched the value the company already delivered.
Sales collateral that does the room.
Print catalogs, brochures, capability decks, line-card sell sheets, and digital presentations — all built off a single design system so reps could ship a buyer-specific deck in minutes, not days. Reduced the time between "interesting prospect" and "closed sample order" by cutting the collateral bottleneck.
WordPress → Shopify Plus, with B2B native.
Migrated from WordPress to a custom Shopify Plus theme tuned for ingredient retailing. Account-gated wholesale pricing, line-item bulk variants, MOQ enforcement, customer-specific catalogs, and integration with the existing CRM — so the storefront carried both the consumer-direct and wholesale buyer in one ledger.
Custom-quantity wholesale ordering UI.
The headline product feature. A purpose-built UI that lets B2B buyers select ingredients, configure custom quantities, request blends, and complete the order — all without a sales rep in the loop. Cut the average quote turnaround from 24-to-48 hours to under 30 minutes for the 80% of orders that fit standard SKUs.
Unified commerce with one source of truth.
Shopify Plus as the system-of-record for orders, customer accounts, pricing tiers, inventory, and ledger sync to the existing ERP. Marketing and sales teams stopped working from separate spreadsheets — both now query the same data layer. The B2B and consumer storefronts share inventory, pricing logic, and customer history.
We came in as a regional ingredient supplier and walked out as a brand. Buyers stopped asking what we made and started asking what we stood for.
Engagement summary · Pure Ground Ingredients × Commence Studio
Numbers that matter for a B2B rebrand.
Brand and storefront, in production.
We came in as a regional ingredient supplier and walked out as a brand. Buyers stopped asking what we made and started asking what we stood for.
Like what you see? Let's talk about your commerce stack.
A 14-day strategic diagnostic — we audit your current stack, identify the friction worth fixing first, and ship a phased plan with sized investments. Fully credited toward an engagement if we move forward together.
What you walk away with
- ✓A measured map of every friction point in your current commerce flow
- ✓Three phased options — minimum, considered, comprehensive
- ✓Sized investments and timelines, no aspirational ranges
- ✓A clear "don't hire us if…" section. We mean it.
