Brand Identity

The Welling Company

Manifesto, Tone of Voice, Tagline

The ask

The guys at CHOPFIT liked my work so much that they recommended me to Bohemian Innovation, a firm that launches the tech and digital experiences for a number of startups.

To start, Bohemian had me draw up a verbal identity for The Welling Company, a new (and, sadly, now nonexistent) supplement startup that had a line of BCAA (branched-chain amino acid) powders.

My task was to define their tone of voice, taglines, and create a manifesto that would give the brand life—from web page to product packaging.

To start

I’m not the most familiar with the array of female-focused workout supplements out there. All I know are the male-oriented ones, usually named after felonies (Assault, Rampage, you know).

So the first thing I did was get a sense of the competitive landscape The Welling Co. was up against. I took a look at competitor’s tags, tones of voice, and visual identity.

Then next…

Based on the Welling Co.’s packaging, visual cues, and blank spaces in the market, I set the tone of the brand with references to other brands, and drafted three tonal pillars that they had to work with.

The manifesto

Their original brand manifesto didn’t really capture the vibe we were going for with the new tone of voice. It felt a little… emphatic and all over the place. So I replaced it with….

There’s no shortcut to wellness.

It takes work. Motivation. Time. Information. And maybe a little help.

The Welling Company has you, wherever you are in your fitness journey, wherever you are working out and staying healthy.

We’re here to empower you with products made from clean ingredients—tailored to boost your everyday performance and get you results—to the information you need to make the most out of them.

Whether you’re a seasoned athlete or a total newbie. Whether you’ve got little time to work out or are breaking through every single day.

We’ve got you.

The Welling Company. Partners in everyday performance.

And finally, taglines

The tagline they’d come up with was “Makers of Motivation,” which I felt was a little vague, and a little intense for the female target audience.

So I came up with a series of new taglines for them to noodle on with plenty of options.

Plus, of course, my recommendations.