Portrait photography plays a powerful role in a business like Primrose Apothecary, as it captures the brand's essence through the authentic connection between the founder and the natural elements she works with. Aubrey Janelle beautifully captured the photoshoot for Primrose, which was a true celebration of Felicia’s deep connection to nature. Set in Felicia’s lush backyard garden, the natural surroundings provided a rich, organic backdrop that perfectly mirrored Primrose's holistic values. The garden’s serene atmosphere allowed the authenticity and nurturing essence of the brand to shine through in every shot. We also focused on macro photography of the plants, capturing the intricate details and vibrant life force of nature that inspire Felicia’s work. The resulting images beautifully reflect the heart of Primrose Apothecary and connect Felicia’s work to the natural world she so passionately honors.

The Primrose Apothecary project was a journey of bringing Felicia’s vision to life in a way that truly reflected the heart of her work. We began by refining the brand’s identity, drawing inspiration from nature and the timeless elegance that defines Primrose. The new website is designed to blend modern ease and old-world charm and now feels like a natural extension of Felicia’s handcrafted approach. The photography captured the essence of her connection to the natural world, making every aspect of the brand feel more authentic and alive. This project wasn’t just about updating visuals—it was about deepening the story of Primrose Apothecary and making it resonate more deeply with those who seek its unique offerings. Together, these elements tell the story of a brand rooted in tradition but thriving in the present.