Goldthread
Tonics
Launch a new CPG product exclusively at Erewhon
Task
Goldthread is an herbal tonic brand that wanted to win a highly coveted consumer: the Erewhon shopper. Our goal was to bring the language of healing and wellness to discerning consumers for launch. I worked with Thunderwing to develop every aspect of the rebrand from product naming to their launch slogan:
“DRINK MORE PLANTS”
Goldthread had no previous brand presence in the premium health market, so it was crucial to determine its potential consumers. We identified health and wellness tribes to understand possible target audiences. After researching the market landscape, I created consumer profiles with hyper-focused demographics including interests, brand affinities, personality traits, and influencer relationships.
We then refined Goldthread’s brand positioning, crafted relevant messaging themes, and established a distinct “helpful health guide” voice and visual design system. Working closely with the founders, we rebranded the website and launched social channels. Thunderwing designed the packaging and assets while I built verbal architecture to create a seamless customer experience across all properties, setting up the Goldthread team for ongoing social engagement.
Results
Goldthread had a successful launch in Erewhon and expanded to more premium doors across the US. To enable internal marketing and creative teams to effectively extend the brand, we developed an activation playbook that synthesized strategy and provided guidelines. Monthly content, theme and messaging consulting helped the brand build a permanent voice.
Project Roles:
Creative Direction (Copy)
Brand Bible
Content Strategy and Creation
Social Media Strategy
Copywriting all internal materials
Copywriting OOH advertising
In-store signage
Press kits
Event and experiential materials
