Mitokatlyst
✐ BRANDING ✐ CONTENT STRATEGY ✐ WEBSITE CONTENT
Mitokatlyst is an easy-to-consume nutraceutical that promotes, supports and stimulates the mitochondria in your cells. The startup is the brainchild of Sundeep Duggar, a PhD with extensive experience in small-molecule drug discovery and development, along with Sonya Peila and Monica Pal, two serial entrepreneurs from Silicon Valley.
I collaborated with the team from ‘We have a scientifically tested and approved molecule” to a brand with a fully functioning e-commerce website.
BRAND NAME & NAMING CONVENTION
BRAND NAME
What to call a molecule
The team had a clear brief: the name had to be scientific and sound confident. I wanted to make sure the name clearly communicated the promise.
The nutraceutical industry is highly regulated, so many naming avenues were closed to us. After multiple rounds, we settled on a portmanteau for Mitochondria + Catalyst.
There is no vagueness about what is in it for the user, but the name is still grounded in science.
NAMING CONVENTION
Avoiding a naming roadblock
The initial task was to develop multiple names for the various offerings in the works. I quickly realised this would become a roadblock to scaling the business.
I recommended using a straightforward naming system: Mitokatlyst E for Epicatechin; Mitokatlyst GH for Growth Hormone; Mitokatlyst S for Skin Health, and so on.
HERO MESSAGE
Articulating the benefit
My job was to communicate the scientific credentials of our product, without obscuring the product benefit. I developed multiple versions of the hero message to A/B test with potential customers.
Content that provides value for every kind of visitor
Mitokatlyst is a brand-new product in a nascent category.
That meant balancing the need to educate while ensuring we move products.
Sell benefits not features
The team finally settled on 'Promote, support and stimulate your mitochondria to boost your cellular energy all day, every day' for the hero message.
CLEAR AND SIMPLE
It is easy to understand and conveys the product's benefits without resorting to jargon.
BENEFITS, NOT FEATURES
It emphasises what Mitokatlyst does for the user (boosts cellular energy) rather than just its features.
SPEAKS TO HEART
The phrase "all day, every day" creates a sense of lasting energy and improved well-being. The concept of increased energy resonates with the desire for vitality, productivity, and overall well-being.
WEBSITE CONTENT
Conversion oriented landing page content
My goal was to turn all that science into easy to understand content that answered user’s multiple questions: Is it safe? How do I use it? What does it do exactly? What is the science behind it?
Short, mobile-friendly headline that addresses the ‘is it safe?’ pain point. Scientific and informative ‘Reason to Believe’ content to follow up.
A clear and simple articulation of the benefit with a promise.
A product demonstration gif that illustrated how easy it is to use
To read how I used content to elevate the unboxing experience, mapped user needs to content, and more
He has been instrumental in bringing Mitokatlyst to life!
"This is my second project with Vinod -- he did a fantastic job with the gala messaging for the US-based nonprofit Maitri a couple of years ago. When we founded the science-based Blue Oak Nutraceuticals in Silicon Valley, I knew Vinod was going to be our brand and messaging guy. He has been instrumental in bringing Mitokatlyst to life! Vinod totally got what we were going for with our brand and helped us articulate it in a simple yet powerful way. His naming process and brainstorming sessions helped us create a name that conveys exactly what our product does.
We loved his expertise in making the complicated science behind our product reader-friendly. Also, appreciate the fact that throughout the project, he behaved as a team member with ownership following through and asking questions that added value beyond our initial scope of work. Working with him was a pleasure and if you are planning to build a strong and differentiated brand in a very crowded digital world, Vinod is your guy”
Sonya | Co Founder