JUEL Modern Apothecary


JUEL = Julie + Elena: two women with a passion for whole foods and healthy living. They founded their business to share their values with the Upper Valley of Vermont and New Hampshire. JUEL began in 2017 with the Shasta, a traveling smoothie and juice truck. In 2018 JUEL Modern Apothecary opened its doors in the heart of White River Junction offering a full cafe menu along with a curated selection of sundry from brands they believe in.

I redesigned and developed JUEL’s website to better tell their story, communicate relevant information to customers, and allow for growth in the e-commerce channel.



  • Custom Shopify Development
  • Responsive Web Design
  • UX + UI

This website is powered by Shopify and built using the Slate Platform to take advantage of modern web technology and allow for complete customization.


I created some icons to illustrate JUEL’s values using existing company styles as a guide and expanding their visual vocabulary.