Cell Wellness Cell Wellness Cell Wellness

In the beginning

Not only is the title of this case study crafty and clever, it actually makes sense. You see, the cell is the building block of life, Cell-Wellness’s products are the building blocks of Cell Wellness, and we here at Channel V Media are the building blocks of the Cell-Wellness website. Don’t you just love it when a plan comes together?

The Petri Dish

When CVM first encountered the nascent Cell-Wellness brand, it was but a logo, a few product prototypes, a working product list, and a folder of supporting scientific data—most of which was too complicated for even the most discerning and informed consumer to understand.

In order to stand out in the cluttered marketplace of supplements, the Cell Wellness products needed to be transformed into a brand that would inspire consumer confidence. Channel V Media was also tasked with the important job of creating an e-commerce site that, in the absence of brick-and-mortar stores, would be the company’s marketplace.

Cell Wellness

Exploring the Existential

What was Cell Wellness? What was its purpose? Would people embrace it? And if so, who? Why? How?

The original packaging didn’t tell us much about the brand. The product nomenclature revolved around cures for physiological maladies that the average consumer would never know to associate with their ailments. (Who knew, for instance, that an abundance of yeast in the GI tract is responsible for digestive discomfort? Probably not many people, so a product called “Yeast Reducer” likely wasn’t going get much traction. Pun intended!) And while the company founders could describe their products—and the value thereof—in scientific terms, they had trouble doing so in a way that would make sense to the general public.

A Brand Evolution

The energy of the yet-to-be-developed site—green-ish, healthy, active—revealed itself quickly, but we were careful not to rely on generic or preconceived branding conventions, come off as too granola, or limit our audience with narrow messaging. After a marathon brainstorming session and a lot of white board-friendly ink, we narrowed the brand down to four primary building blocks: Longevity, Endurance, Vitality, and Wellness. With or without the rest of the site, any shopper would understand the goal of the products.

But we still needed to tell the Cell Wellness story. Conceived by Bear Walker, an Earth Medicine Practitioner and the grandson of a medicine man from the Anishinabe Native American tribe, and John Wood, the grass-fed guru behind U.S. Wellness Meats, Cell Wellness’s mission of introducing an integrative and holistic approach to wellness is rooted deep in Walker’s past and Wood’s ongoing journey toward universal wellness. We unearthed the brand’s story by uncovering Bear’s background and pairing it seamlessly with Wood’s expansive knowledge base, in order to share the true tale of passion, knowledge, and history that goes into each Cell Wellness product.


CVM-Tested, Cell Wellness-Approved

Our extensive research into subjects like the medicinal properties, of plants supplements, and alternative medicine (alkaline diets, anyone?) provided us with ammunition to write the copy for the product listings. Transforming scientific jargon into consumer-friendly speak was no easy task, but we’re proud to say that we now understand the benefits of Indonesian yams, humic acid, and kudzu (great for hangovers).

After we drafted the website copy and received FDA approval, we transformed our vision into a clean and consumer-friendly ecommerce site and incorporated aesthetics stemming from the brand’s four building blocks—Longevity, Endurance, Vitality, and Wellness—into the overall design. The earth tones evoke the “natural” side of the products while the action photos speak to their promise of contributing to a healthier lifestyle.

We additionally worked with the Cell Wellness team to survey focus groups and develop an archive of consumer questions and answers, as well as to develop a comprehensive glossary to counteract the abundance of scientific references. (We hadn’t read this much about mitochondria since 9th grade biology!) Finally, we created a video gallery to offer visitors another way to understand and experience the value of the Cell Wellness products.

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