"Hello Wonderful"
Branding Rodale's first foray into wellness e-commerce
Client
Rodale
Industry
Media, E-Commerce, Health & Wellness
Services
Brand strategy, campaign strategy, verbal and visual identity, creative direction
Challenge
Rodale built its reputation as the world's leading wellness media company — publisher of Prevention, Runner's World and Men's Health. But launching an e-commerce store was a different proposition entirely. How do you translate editorial authority into the joy of shopping?
Solution
The insight was that Rodale's reader already lives at the intersection of two things most retailers treat as opposites: inspired design and healthy living. Rodale's — the store — could be the place where those two finally meet, wrapped in the joy of discovery.
The brand platform was built on three pillars: Joyful Shopping (highly curated products, editorial storytelling, ideas for an authentic way of life), Inspired Design (timeless, responsibly sourced products that unite quality, beauty and health), and Healthy Living (the 70-year authority that only Rodale could credibly claim). Together they added up to something no other wellness retailer could say: "Discover the most beautiful, sustainable products on Earth."
"Hello Wonderful" became the brand anthem that brought all three to life — warm, optimistic and slightly unexpected, greeting you the way a great shop should. I wrote the brand platform, brand book, launch copy and all consumer-facing materials.
Seriously, Good Work
“We seriously could not have done it without Mitch and his team. His creative guidance defined the Rodale’s brand message and marketing materials.”
—Paul Shrynemakers, Associate Vice President, Creative and Product Development, Rodale, Inc.
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