Willow & Blake define strategy and brand voice for Staje

Supplements that pass women the mic.

Setting the Staje.

This group of founders had plenty of experience with building iconic brands (Hero Packaging, frank body, and No. 2, to name a few). So when they trusted us with their new venture’s brand strategy and voice, we were pretty flattered.  Their pitch was perfect. Supplements for women in the in-between. The post-post-partum slump, the haze of coming off the pill, the transition into perimenopause. These women have made-do with one-size-fits-all multivitamins, but Staje was about to change all that. They were formulating specific products for these challenging life stages, bolstered by cutting-edge actives.

The opening act.

We began our work with some strategic refinements. Staje knew what they were making and for whom, but they needed help turning their insights into an audience-ready brand positioning. We leaned into their theatrical name and made their offering as clear as possible;

Setting the Staje.

This group of founders had plenty of experience with building iconic brands (Hero Packaging, frank body, and No. 2, to name a few). So when they trusted us with their new venture’s brand strategy and voice, we were pretty flattered.  Their pitch was perfect. Supplements for women in the in-between. The post-post-partum slump, the haze of coming off the pill, the transition into perimenopause. These women have made-do with one-size-fits-all multivitamins, but Staje was about to change all that. They were formulating specific products for these challenging life stages, bolstered by cutting-edge actives.

The opening act.

We began our work with some strategic refinements. Staje knew what they were making and for whom, but they needed help turning their insights into an audience-ready brand positioning. We leaned into their theatrical name and made their offering as clear as possible;

Pulling from insights about female consumers and their brand’s unique cast of front-facing founders, we then developed brand pillars. These are their key differentiators in a cluttered category.

These set the Staje for a brand that uniquely champions the experiences of its customers. Instead of letting women fall through the crack, Staje passes them the mic.

The mainstage. 

Next up was a brand voice as personable, innovative and specific as the products themselves. We started doing our character work, creating a a brand persona to embody:

With a brand that has such a strong theme (theatrical, performance-first), it’s easy to become cheesy or overdone. Our brand voice gave them tips for keeping it on theme, but not tacky. Balancing theatrical references with shorter, sharper sentence structures refines the sentiment.

For example, some one-liners included “Formulas starring clinical actives”, “transform on Staje” and “perform like never before.” Merch features the line; “Hold the applause.”

The flowers. 

Before they even launched, Staje built a captive audience with their uniquely entertaining content. With a faux reality TV series about the products’ development, the founders perfectly embodied their brand pillars of performance, entertainment and transparency.  
When you build a brand strategy, this is exactly what you hope to see. Talented people interpreting the brand in creative ways is proof that the brand’s positioning is both strong and flexible i.e. the best of both worlds.  Staje is yet another example of how great product, strong strategy and creative execution will always perform.

Visual Identity & Packaging Design: Marx Design

Supplements that pass women the mic.

Related projects.

Bouf

DISSH

Download our Health and Wellness Brand Report