Mustard & Miel
Mustard & Miel, a newly established business specializing in bee-inspired products, launched an online store and pop-up storefront in Catskill, NY for the 2023 holiday season. In a world where the decline of bee populations poses a significant threat to global ecosystems, Mustard & Miel needed an online presence that would not only introduce and market its products but also educate its audience on the importance of bees and encourage support for their preservation.
Role
Brand and Marketing Consultant
Project Focus
Business & Store Launch
Activities
Brand identity, voice & naming
Marketing & content strategy
Copywriting
Graphic design
Product positioning & pricing strategy
Deliverables
Product name
E-commerce website
Launch collateral
Customer communications
Summary:
As a new entrant in the competitive online retail market, Mustard & Miel faced the dual challenge of establishing a brand identity and building support for its mission of bee conservation. The brand needed a name for its core product and a compelling digital platform that could effectively communicate its unique value proposition. It also needed to engage a community passionate about sustainability and conservation and drive sales to recoup its significant upfront investments.
We went through a naming process for its local honey that took into account the brand’s origins, influences, and mission and then designed and launched a Shopify website in tandem with the opening of the holiday pop-up storefront located in Catskill, NY. Two holiday gift boxes were curated and highlighted on the website to provide online shoppers a strong focal point for their holiday shopping.
The founder’s strong connections to the local beekeeping community were what made the business come alive. To build on that foundation, we developed a brand voice that seamlessly integrates Mustard & Miel’s commitment to quality products with its dedication to bee conservation. This dual focus was highlighted throughout the website to inspire and engage customers with the brand’s mission.
Goals:
Launch the Mustard & Miel brand and named its first product, Catskill Skeppa Honey.
Break even during the holiday season.
Generate revenue to support their conservation efforts.
Establish brand awareness and customer engagement online.
Achievements:
Exceeded Sales Targets: Mustard & Miel surpassed their initial goal by 10x, demonstrating strong demand for their bee-inspired products.
Significant Revenue Growth: Mustard & Miel met their goal of breaking even and exceeded it, driving a sizeable profit and providing a solid foundation for their conservation initiatives.
Modest Conversion Rate: With mostly word of mouth driving website traffic, Mustard & Miel achieved an online store conversion rate of 1.3%.
Customer Loyalty: Mustard & Miel achieved a returning customer rate of 18.75%, indicating potential to build a loyal customer base.
Key Factors Contributing to Success:
Product Quality and Appeal: Mustard & Miel's unique and high-quality bee-inspired products resonated with customers, driving interest and sales.
Strategic Marketing: Leveraging Shopify's platform, Mustard & Miel effectively promoted their products through targeted marketing campaigns, social media engagement, and email to maximize their reach and visibility.
Customer Engagement: By prioritizing customer satisfaction and fostering meaningful interactions, Mustard & Miel cultivated a loyal customer base, encouraging repeat purchases and word-of-mouth referrals.
