Learning the business by building it.
An international direct-to-consumer brand around a fitness and lifestyle product, with sales in four countries.
The situation
Before Volée there was KRAWBAG, and it was the first time I ran every part of a consumer brand at once: choosing the product, naming it, designing the identity, building the store, setting prices, making the creative, buying the ads, and answering the customers.
What I built
The whole commercial experience, from the product page to the checkout to the campaigns that fed them. The store sold in Australia, New Zealand, Canada and the United States.
What it taught me
That a store is the easy part. The business around it, margins, logistics, advertising that pays for itself, is the work. Every decision in Volée was made with KRAWBAG in the back of my mind.
Logbook
How it got here
Scroll to move through the steps. Where there is a before and after, drag the handle to compare.
The brand
Bold lettering, a red claw mark.
My first consumer brand run end to end: product, name, identity, store, pricing, creative, ads and customer service.
01 / 06The identity, on white and on black.