Healthcare · D2C
Fettle
Naming and launching a preventative-health D2C brand into a category built on fear-based messaging.
- Naming
- Brand voice
- Launch
Introduction
Launching preventative health without fear-based messaging.
Challenge
A clinically excellent founding team with no name, no voice and a category where every competitor sells anxiety first and product second.
Research
Message testing across 400 respondents showed fear-framed claims drove first clicks and killed retention. Calm, specific, evidence-led language outperformed on every repeat-purchase metric.
Positioning
Preventative health for people who are already fine — and intend to stay that way. Maintenance, not rescue.
Identity
Soft natural greens, generous white space, and a typographic system that treats ingredient transparency as the hero graphic.
Campaign
A launch campaign built entirely on plain-language claims, with no before-and-after imagery and no scare statistics anywhere in the funnel.
Key learnings
In health, tone is a product feature. The way you say it determines whether anyone stays.
Outcome
- Sold out first production run in 9 days
- Subscription retention 2.4× category benchmark
- CAC 31% below launch model
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Nordr
