Product Launch System / Campaign Direction / Capsule Storytelling
Product Launch Strategy
A sustainable brand identity built around clarity, purpose, and modern simplicity. Designed to communicate innovation through minimalism.
Melin releases new product every week — sometimes twice a week — requiring a launch system capable of moving fast without losing quality or brand voice. I built a scalable NPI framework that brought fresh storytelling to every capsule while still anchoring each drop in melin's premium identity. The goal was to deliver weekly campaigns that felt unique, memorable, and commercially effective.
Approach
I created a flexible launch framework that balanced brand consistency with capsule-specific storytelling.
Each product drop began with a simple question: What’s the unique “it factor” of this capsule, and how do we express it through the melin lens? From there, I developed narrative themes, visual direction, and content needs for each release, adapting the tone and creative world around the product’s purpose, materials, and cultural inspiration.
This approach allowed us to craft distinct stories—whether grounded in outdoor grit, island culture, or electric color—while maintaining melin’s premium visual language across digital, social, and retail touchpoints. The result was a weekly cadence of capsules that felt cohesive yet creatively fresh.
Outcome
A consistent weekly GTM engine with premium, narrative-rich drops
Distinct visual worlds for each capsule that strengthened engagement
Faster alignment across product, marketing, and creative teams
Increased product storytelling clarity and higher launch performance
Repeatable systems that scaled as launch volume increased
Reflection
The NPI system transformed weekly product releases from transactional updates into crafted brand moments. By pairing strategic frameworks with capsule-level creativity, each drop became a story worth telling—keeping the brand fresh, culturally connected, and consistently premium.
Curious about the thinking behind the work? I’d be glad to walk you through it.