MotherBar

A brand embracing ease for busy mother’s doing it all.

MotherBar, a wellness brand dedicated to making stress optional, was founded by Elle Gail. Motivated by her experience of losing her mother, becoming a mother herself, and navigating the fast-paced world of corporate America as a Fortune 500 executive, Elle set out to create a brand that challenges societal norms around stress and empowers women to embrace a life of ease.

Challenge

When Elle proposed a partnership to bring the brand to market, it was evident that working mothers faced significant social and personal pressures, as highlighted in her blog and research. The goal was to turn these insights into a brand strategy that resonated with this audience and positioned MotherBar’s full-spectrum CBD products as the key to reclaiming peace and well-being. Another challenge was assembling a small but effective team to develop the website, social media, email marketing, and packaging design. With Elle’s marketing expertise, it was essential that the team not only grasped the product's impact but also shared a commitment to redefining motherhood.

Opportunity

This project presented a unique market opportunity, especially during a pandemic year when many women were choosing to reject the hustle and seek remedies for stress. It was an ideal moment to develop a brand strategy that not only addressed the intense pressures faced by working mothers but also positioned MotherBar as a pioneer in the wellness industry. The goal was to create a brand that offered both physical relaxation and mental empowerment, resonating with women who were embracing self-care and a more balanced approach to life. By tapping into this growing movement, MotherBar had the chance to carve out a distinct space in the market, offering holistic solutions during a time when the need for stress relief and personal well-being was at its peak.

Approach

Branding

Drawing on Elle’s blog and research, we crafted a compelling brand messaging plan and strategy centered on self-care and rejecting societal pressures. We shaped the brand's nomenclature and wrote the website copy, ensuring that every element of the brand’s identity was cohesive and resonant with its target audience. This transformative message was seamlessly woven into every brand touchpoint, creating a cohesive and impactful narrative.

Creative Direction

After identifying and hiring Nice People, we collaborated to develop a visual identity that embodied relaxation and empowerment. The flagship 'Moment' mints were presented in a striking blue-green tube with holographic foil and contrasting typography, designed to inspire self-reflection. Throughout the process, I provided feedback and directed the creative vision, ensuring that every visual element—from digital and web to print—aligned with the brand’s ethos and emotionally resonated with the audience.

Launch Oversight

Over the course of two years, I orchestrated the comprehensive launch process to ensure alignment with the brand strategy and Elle’s vision. This multifaceted project involved close collaboration with Elle and Nice People on web design and packaging, meticulous facilitation of project reviews and decisions, and the development of detailed marketing strategies. We also integrated SEO and social media strategies/creative assets, managing every brand touchpoint from crafting engaging content and dynamic campaigns to coordinating all aspects of the brand’s online presence. This holistic approach ensured a seamless and impactful launch.

Outcome

Through strategic branding, innovative creative direction, and meticulous launch oversight, we established MotherBar as a trailblazer in wellness for working mothers. Our collaboration with Nice People earned 3rd Place in the 2022 Dieline Awards for the 'Moment' mint's packaging. Featured in Forbes and supported by a robust email and social media presence, MotherBar forged enduring partnerships with creators and secured long-term success.

Most importantly, Elle’s brand created a powerful platform for her advocacy and observations on the challenges faced by working mothers. It enabled meaningful discussions on podcasts and in the media, amplifying important conversations about balancing work and well-being.