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Essential Omnivore is nutrition and wellness blog focused on breaking down the world of food into easy essentials. Written by Lucia Hawley, the recipes offer a clear guide for healthy, unfussy, and mainstays foods of internal and external wellness. Lucia wanted an online platform where she could bring together her private consulting work and recipe development. The branding needed to convey her authenticity, diversity, and non-coercion approach to wellness. Furthermore, the custom theme development needed to embody those characteristics as her brand grows and launches different products. Since previous approaches to her blog design utilized premade tools, Lucia wanted a custom identity that would scale as her brand scales.