Case Study
Mendwell Animal Care Product Launch
Mendwell Animal Care came to us with a product idea about a year before they wanted to be market ready. They asked for help identifying their ideal customer and building a solid brand — from the name and visual identity all the way to a website, packaging, and a go-to-market plan.
Project Goals
- Name the brand and the flagship product
- Define and research different client types and identify their ideal client
- Create a visual identity for the brand and product
- Write messaging specific to their ideal client
- Design a compelling website that debuted their product and facilitated sales
- Create a sample kit they could use to generate interest and gather feedback
- Outline a six-month go-to-market roadmap
The Key Parts of Mendwell’s Launch Strategy
A full product launch touches a lot of moving pieces. Here’s what we built and why each one mattered.
Market Research
Qualitative and quantitative research gave the launch team a clear view of customer needs, buying habits, competitors, and market gaps. These findings guided key decisions early, reducing the risk of building the launch around internal assumptions that customers did not share.
Naming
A strong name helps customers understand, remember, pronounce, and search for a product. Careful screening also protects the business from costly trademark conflicts, confusing associations, and a rushed rebrand after launch.
Visual Identity
The visual identity made the product recognizable across packaging, digital channels, sales materials, and small-screen formats. A comprehensive system — logos, icons, typography, color palette, patterns — built credibility and helped us create new assets with ease.
Company Messaging
Clear messaging gave the company one main promise supported by specific benefits and credible proof. It helped customers grasp the value quickly while giving marketing and sales teams a consistent story they could repeat without adding their own creative plot twists.
Website
The website turned attention into action by explaining the product, answering buyer concerns, and directing visitors toward the next step. Strong structure and focused copy reduced confusion, supported sales conversations, and improved the launch team's ability to measure interest.
Package Design
Package design had to attract attention while explaining the product within seconds, whether viewed on a shelf or as a small online image. Thoughtful execution improved recognition, communicated essential details, and prevented production issues that could delay the launch or inflate costs.
Promotional Sample Kit
The promotional sample kit gave buyers a clear, memorable way to experience the product. Every detail supported the product story and made follow-up conversations easier, helping the sales team turn samples into serious interest. The kits were followed up with direct customer interviews to glean feedback.
Six-Month Go-to-Market Roadmap
The six-month roadmap connected launch priorities to owners, deadlines, budgets, and success measures. It helped teams coordinate dependencies, focus resources on the highest-value work, and adjust the plan as early market feedback arrived.
The Brand
Built to stand out from day one.
Your business is too important to rely on random marketing.
Your customers have a problem. Let’s write the words and create the assets you need to announce that you have the solution they’re looking for.
StoryBrand can help!
Mendwell’s messaging and marketing strategy is based on StoryBrand principles. StoryBrand is a 7-part marketing framework that has helped thousands of companies communicate clearly with their customers so their businesses grow. We are certified in this model and use it to create marketing that gets impressive results for our clients of all sizes and types. Ask us about it when you schedule a call.