Case study

Bemellou

Brand voice, App Store graphics, email and social for a comfort and mental wellness brand.

The brief

Comfort, with an app.

Bemellou is a comfort and mental wellness brand with a line of plushies and a new app, launching together on a six week campaign. I shaped the launch voice and designed the store graphics, emails and social that carry it.

App launchBrand voiceApp StoreEmailSocial

The launch

Sell the feeling first.

App Store graphics designed to lead with emotion, not features.

Mystery question of the week — You belong here

The emails

Words that comfort.

Launch emails built around the plushies, in the same soft voice.

The first step is something you can hold — Welcome: the first step you can hold

Real psychologists, your living room — Care that comes to you

Nobody here will tell you to be more grateful — No pressure, ever

Mental health feels lighter with support

The voice

Feeling, not features.

The guardrails came first: emotion first and product second, no clinical or cure your anxiety language, no pressure or urgency, and lowercase social captions. Even the plushies, Benny and Vita, do the talking. Every line was written to comfort, not to sell hard.

Emotion-firstNo pressureLowercase

Built to help you understand, track and improve — Understand, track, improve

How are you actually feeling today — How are you actually feeling?

Still awake? A late-night check-in — Late-night check-in

Launching something you care about?

Let's find its voice.

Tell me what you're working on and I'll come back with ideas.

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