The start of a revolution!
Our client had a product to launch in a space where they would become the most competitive price on their product in all of the UK. The main ethos was to lower the cost of the product by cutting out the middle man, for consumers to be able to subscribe and have their replenishment delivered monthly or in different bundle sizes. An entire branding had to be developed from name to end product. This meant that we had to complete the following :
– Brand development
– Product design
– Marketing collateral
– Free standing display unit (FSDU)
– Social marketing content
– Website design and development
– Custom payment merchant API coding
The Tincture Club
This was our first opportunity to create and develop a full brand, from the concept, name and branding to the final product and launchpad. Realising that this project was something that could change the shape of our business and the services we offer, we jumped in with two feet and hit the floor running. The core design of the brand was complete within 48 hours of defining a brief, and we were so happy, yet there was still the main bulk of work to complete. Please note: creating logos is a skill, envisioning a brand and making renders reality, is an art!
And art is subjective in value...
Making the brand stand out
One of the key things we wanted to achieve here was to keep the costs low for the consumer, this meant that we had to get creative in ways in which to entice customers. We paired up with barbershops offering an affiliate scheme and an FSDU to demo the product. The display unit brief was that it was to hold 3 empty boxes, and one sample bottle. It needed to be a solution that could be flat packed for shipping, that didn't require tools to put together, that could also hold leaflets and display a little poster. For our concept we decided a 3d render was the best way to go to show our client what we envisioned, and then once signed off, we created a prototype, and calculated the cost to the client for production of a quantity of units.
The Tincture Club
An e-commerce solution from scratch!
Our client had made it very clear, they wanted something stand out in comparison to other brands in the space. They wanted a website that wasn’t a template, something that wouldn’t keep surprising them with hidden gems every other month. Our verified partner Pete was able to construct something not just visually appealing, but a website that had specific functions and conformed to the client brief, ensuring it was optimised to run extra efficiently to minimise load times and errors. The scope at the time was to create a landing page-style website, which had a subscription plug-in implemented, with a custom-coded API for the payment merchant. Being that the product contains CBD, there were very few options in terms of payment merchants, and that made it even more difficult to find something out of the box that would complete payment pulls on recurring payments. Getting this over the line with external factors being the issue, we were elated when we were finally able to launch.
Social Content
Creating strong social content was key for this project. The rules around advertising CBD make it extremely difficult to market the product openly, and CBD, on the whole, is only just beginning to become more socially accepted. We decided the best way to organically start to grow the brand presence was to show people how they could use the product in day-to-day life. We wanted to highlight how versatile the product is, that it is not just an oral tincture, but an additive you can use in food, drink, and even topically. We were allowed to be suggestive on ways in which a user could incorporate it in their lives, however, we were not able to market the product to have any health benefits.
Become an affiliate
Those of you savy with the way marketing works today will be more than aware that brands connect directly with influencers and reward programs such as affiliate schemes. We decided that the consumers of The Tincture Club deserved no less, and created a deck that we could send out to prospective affiliates detailing the exact proposition that we have implemented. The belief was that where the company was making slightly better margins by not having to go through wholesale, they would reward the people who brought in new customers. In essence you could finally get paid for recommending a product, and far more than what a supermarket would do for you for bringing them additional customers. Yes! Finally, you could be directly rewarded for sharing your experience with a product!
Areas covered
Branding
Digital Marketing
Graphic Design
Photography
Video
Web Design
Conclusion
This project concept came to us just as we went into lockdown back in April 20, and whilst many people were tools down, we were in fact at the beginning of a new journey that would see us expanding our service offering, capacity, and resources. Building this brand from the bottom up helped us learn all the parts to the equation when it comes to building a brand for retail, positioning a product, supporting it with marketing collateral and documentation, and how to prepare an e-commerce solution for launch.
The Tincture Club will always be a entire branding project that we hold close to our hearts, it has opened doors to other projects, we have had some spectacular feedback for the entire project, and we look forward to taking it to the next level with our manufacturing partner in the near future. Oh by the way, did we say that we co-own the brand with Taylor Mammon CBD, the UK and Europe’s leading white/private label services and finished product company!