Mustard & Miel
The brisk December wind howled through the icy streets of Catskill, New York, swirling fallen leaves around the quaint storefronts that line the main square. Among them, a new shop stood out, its windows aglow with warm, inviting light that spilled onto the sidewalk. ‘Mustard & Miel,’ read the spare and elegant gold sign suspended behind glass, a beacon of warmth in the encroaching winter chill.
In 2023, Mustard & Miel was a newly established business specializing in bee-inspired products excited to take on the 2023 holiday season. I worked with them to launch their first product and online store on Shopify to complement their pop-up storefront located in downtown Catskill, NY.
Mustard & Miel is a local organic honey brand based in Catskill, NY.
AI-generated rendering of Hudson Valley after successful rewilding made possible by brands like Mustard & Miel.
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:
Mustard & Miel, a new brand specializing in healing products, opened its online store and a pop-up storefront in Catskill, NY to coincide with the 2023 holiday season. We named and launched Catskill Skeppa Honey—naturally rejuvenating, sustainably harvested, and locally sourced raw honey from Mustard & Miel’s very own Northern Catskill Apiary.
The results? We exceeded sales targets tenfold, generated significant revenue to reinvest in the business, and achieved a returning customer rate of 18.75%. This early success establishes a robust foundation for the brand’s future.
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.
Background:
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.
Our research highlighted that 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.
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.
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.
